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Round Table Pizza Launches New Campaign Starring 'Pizza Knight'

Modern-Day Knight Defends Quality Pizza, Time with Family

September 10, 2007 // Franchising.com // CONCORD, CALIF. – Round Table Pizza today launched an aggressive marketing campaign for its new Primo Supremo pepperoni pizza that introduces the brand's new ambassador "Pizza Knight," a heroic protector of quality pizza and family time.

Pizza Knight is a present-day knight in shining armor whose primary purpose is to remove the barriers that stand in the way of families getting together. In a fiercely competitive category often focused on price-point strategies, the campaign reinforces Round Table Pizza's desire to bring families together over great tasting pizza. The marketing effort positions Pizza Knight as a recognizable character that personifies and demonstrates the brand's values at every consumer touch point.

"With this campaign, we wanted to help busy families reconnect with each other in a way that conjures up those nostalgic memories that we all associate with family pizza night. Round Table Pizza is all about quality food and a great family dining experience, and Pizza Knight as the defender of quality family time is the perfect embodiment of those principles," stated Renae Scott, vice president and chief marketing officer, Round Table Pizza.

Pizza Knight's first big assignment is a starring role in four :30 TV spots and five radio commercials, where he is introduced for the first time in support of the limited time-only Primo Supremo: The Perfect Pepperoni Pizza. The ads began airing today in key western U.S. markets including Los Angeles, San Francisco and Seattle. Pizza Knight also will have a commanding presence at Round Table Pizza's 500-plus restaurants; he is featured on posters, counter cards, register toppers, table tents and other in-store signage. Additional creative executions launching today include freestanding inserts, outdoor ads and a presence on the company's Web site (http://www.roundtablepizza.com).

Known for pizza made with dough that's rolled from scratch, a fresh three-cheese blend and generous portions of premium meats and vegetables, Round Table Pizza's target consumers include time-stretched families looking for a dining option the whole family can agree upon. In the new Primo Supremo campaign, Pizza Knight fulfills these desires by highlighting the new pizza's distinctive and premium ingredients, which include three types of pepperoni and a twisted pepperoni crust, and doing whatever it takes to bring family together – including, in one TV spot, physically putting a family together around the table.

WONGDOODY, an independently owned, full-service marketing ideas agency with offices in Seattle and Los Angeles, handled all creative chores. Pal 8 Media of Santa Barbara, Calif., handled the media buy.

"Double entendre aside, Round Table now has something totally ownable in 'Pizza Knight,'" said Tracy Wong, chairman and executive creative director, WONGDOODY. "And our goal is to make Pizza Knight part of the cultural lexicon. He is noble, yet quirky, and can relate to both adults and kids."

About Round Table Pizza
Founded in Menlo Park, Calif., in 1959, Round Table Pizza has been a west coast institution for over 45 years. Round Table has grown to be a leader in the premium pizza market and focuses on serving the needs of families as one of the largest pizza chains in the nation. The company, known for making "the last honest pizza," has a system of over 500 franchised and company-owned stores operation in the western U.S. with system revenues in excess of $400 million. Round Table Pizza, Inc. is a private, 100% employee-owned company with corporate offices based in Concord, Calif.

To find out more about Round Table Pizza visit www.roundtablepizza.com

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