2022 Winner

As the official pizza of the NHL for the 2020/21 season – a time when fans weren’t allowed in Canadian arenas – Little Caesars granted “Naming Rights” to any room in peoples’ houses in exchange for free pizza. The idea, by No Fixed Address, was to replicate arena excitement for viewers stuck at home by designating Wednesday nights as “Pizza Night Hockey.” Absurd branding opportunities were available, with fans offering up naming rights to their dogs, homes and kids – and negotiations taking place in the comments section of social media posts. Wednesdays saw store traffic increase by 21% and sales jump 15%. It garnered 10 million impressions across traditional and social media. The brand’s followers increased 8.6 times and it experienced 17.7% overall engagement on its platforms. Based on the Canadian arm’s success, Little Caesars later replicated the campaign in the U.S.

Credits

No Fixed Address
EVP, General Manager Chris Perron
Account Director Adam Eliesen
Account Executive, Ellen Fitzhugh
Chief Creative Officer, Dave Federico
Chief Creative Officer, Josh Budd
Associate Creative Director, Dylan Wagman
Associate Creative Director, James Leake
Associate Creative Director, Ryan D'zur
Associate Creative Director, Sam Cote
Art Director, Ryan D'zur
Copywriter, Sam Cote
VP Strategy, Zach Klein
Strategic Director, Jay Fleming
Junior Digital Strategist, Laith Goldie
PR Director, Erin Banting
PR Manager, Jessica Hoffedlt
PF Account Executive Nick Wong