Pita Pit - Eat Yourself Happy

QSR is often lumped in with fast-food, quick but not health conscious.

The idea for the campaign was based on the insight that health casual food makes you feel good before, during and after eating. Our insights came as a result of an extensive market research project, including focus groups. Hence the end line #eatyourselfhappy. This formed the basis of a wider campaign including digital, social, radio and in-store.

Just like the product, we needed a fresh approach to convenience food advertising. We were determined for this to be about the emotional, not just the rational reasons, to eat at Pita Pit. Internationally, QSR and health casual was a massive growth segment. We live in a ‘better than’ world where people want choices that are just a little bit better than others. Pita Pit was perfectly positioned to satisfy this need.

The result? An immediate increase in foot traffic the day after campaign launch, 50% increase of group wide weekly sales, sustained through campaign end, and beyond.