2025 Winner

Given that about 87 per cent of chicken wing orders from pizza restaurants also include pizza, Pizza Pizza wanted to increase its sales of wings – a longtime but little-known menu staple – as a way of boosting sales of its main menu item. With the U.S. presidential election and a growing divide in Canadian politics, Pizza Pizza’s “Bipartisan Wings” campaign mimicked the style of political attack ads. In the mock ads, ‘left wings’ accused ‘right wings’ of being in deep with ‘Big Cooking Oils’ while ‘right wings’ accused the ‘left wings’ of pushing radical flavours. The narrative was interrupted by Pizza Pizza’s message of unity, with both types of wings ending up together in the same box to provide “a taste of harmony.” Sales of chicken wings rose more than 40% compared to the four weeks before the campaign.

Credits

Agency: Zulu Alpha Kilo
Chief Creative Officer: Brian Murray, Jenny Glover
Creative Director/Art Director: Michael Siegers
Creative Director/Writer: Jonah Flynn
Art Director: Tanios Nims
Copywriter: Mariia Kul
Chief Design Officer: Stephanie Yung
Senior Designer: Megan McGhee
Account Team: Tara Collins, Alyssa Guttman, Alex Berube
Chief Strategy Officer: Heather Segal
Group Strategy Director: Cameron Fleming
Director of Integrated Production: Ola Stodulska
Producer: Maddie Estabrooks
Client: Pizza Pizza
Clients: Adrian Fuoco, Amber Winters, Adam Williamson, Ivy Yu, Raymond Luk
Media Agency: Media Experts
Media Team: Sarah Crouch, Lera Pogorielova, Farial Nazim, Lily Lazzara, Blake Goldring, Yolanda Fu
PR Agency: spPR
Post-Production Company: Zulubot
Executive Producer: Sarah Dayus
Post Producer: Gina Simone
Editor + Colourist: Alain Elliot, Can Yuskel
Audio: Creighton Doane
French Adaptation: The French Shop
The French Shop Team: Jessica Dubois Lefort, Gabrielle Papineau, Béatrice Rea, Valérie Forget