What challenge was Jet's Pizza facing

Despite their reputation and product quality, their marketing plan needed an overhaul to highlight their pizza as the star and maintain relatability as a family-run business.

What was a key differentiator in the strategy

The distinctive "Crunch" of Jet’s deep dish pizza was identified as a key differentiator and focal point in the marketplace.

How did Strive Creative highlight the family aspect

We called out the unique recipe from Mama Jett and shared the story of her recipe passed down through generations to create an emotional connection.

What kind of social campaigns were developed

We developed playful campaigns featuring the Jet's Man mascot, including 80s-style video game nostalgia and funny shorts.

What were the results of the rebranding

The rebranding improved brand recognition, increased customer engagement, and strengthened the reputation for Jet’s Pizza.

The path of a hometown brand with national reach.

Full-Service Branding & Media Strategy

Overview

Jet’s Pizza, a renowned company with over 350 stores and a strong following, approached Strive Creative with a challenge. Despite their fantastic reputation and product quality, their marketing plan needed an overhaul. Jet’s had a catchy jingle, but they were not effectively highlighting their pizza as the star. The challenge was to shift the focus and elevate their brand and advertising to the same level of quality as their renowned product. Additionally, they aimed to maintain their relatability as a family-run business amidst significant expansion.

Client

Jet's Pizza

Services

Full-Service Branding, Media Strategy

Focus

Brand Identity, Authenticity

Challenge

The challenge was to shift the focus and elevate their brand and advertising to the same level of quality as their renowned product. Additionally, they aimed to maintain their relatability as a family-run business amidst significant expansion.

Goals

The goals for our collaboration with Jet's Pizza were as follows:

Reinforce the unique qualities of Jet’s Pizza, emphasizing their authenticity and dedication to providing high-quality pizza.

Ensure that the brand identity reflects Jet’s Pizza as a family-run business, distinguishing them from basic pizza places.

Highlight and brand the unique “Crunch” of Jet’s Pizza as a key differentiator in the marketplace.

Foster an emotional connection with customers, creating a meaningful relationship that goes beyond the product.

Strengthen the brand’s reputation and recognition, increasing customer loyalty and driving business growth.

Approach

Strive Creative engaged in thorough discussions with Jet’s Pizza to understand their needs, values, and target audience. Based on the discovered information, Strive Creative brainstormed ideas to bring Jet’s Pizza’s brand and advertising to the desired level. One key aspect that emerged was the distinctive “Crunch” of Jet’s deep dish pizza. With the “Crunch” as a focal point, Strive Creative explored creative ways to emphasize this unique feature in their advertising strategy.

"Strive is composed of extremely talented and creative individuals, and as a team, they are great to work with. I can always count on Strive to bring brilliant ideas to the table."

- Amy Young - Former Director of Marketing, Jet's America

What We Created

"Busy Mom" Campaign

With this campaign, we wanted to focus on a typical family and show where Jet’s Pizza came in. The key to great advertising isn’t just telling people why your product is great… but relating the story to the consumer and letting them help tell the story. In "Busy Mom", we reached out to families that were on the go to let them know Jet’s was in their corner.

Mama Jett Story

In addition to the “Crunch,” we also wanted to call out their unique recipe that Mama Jett used when the owners were kids. By highlighting their family history, Jet’s Pizza aimed to create an emotional connection with customers. Sharing the story of Mama Jett’s recipe added an element of authenticity and tradition to their brand.

Social Campaigns

With a mascot like Jet’s Man, we needed to develop a social campaign that was in line with the playfulness of the character. From drawing on the nostalgia of a fan-favorite 80s-style video game to funny, playful shorts that called out current events and products, we brought out the silly side of Jet's.

Results

The impact was evident in improved brand recognition, increased customer engagement, and a strengthened reputation for Jet’s Pizza. The success of the project was reflected in the positive feedback from customers and the continued growth of Jet’s Pizza as a renowned pizza brand.