Advertising Campaign for Dodo Pizza's Solo Lunch Combo
Dodo reimagines a lunch break as a miniature holiday.
The Clients created a summer advertising campaign for Dodo Pizza to increase in-pizzeria and takeaway orders of its affordable single-person combo: a 20 cm pizza and a drink from 250 ₽. Addressing the perception that pizza is for sharing, the campaign reframed the lunch break as a spontaneous hour-long mini-holiday. Execution included a live-action film following an office worker escaping to a Dodo terrace, a radio spot, and chalk messages addressed to office workers outside five Moscow business centres.
Insights
- Dodo’s campaign promoted an individual pizza-and-drink combo to encourage in-pizzeria and takeaway visits, challenging the assumption that pizza must be shared.
- An office worker’s escape to a terrace turns a lunch break into an impromptu miniature holiday.
- The film was supported by radio and chalk messages outside five Moscow business centres, taking the idea into the everyday setting of its intended audience.
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