Marketing Excellence Awards 2014

Certificate of Excellence

The Challenge

Peperoni first launched in 2004 with one outlet in the leafy suburbs of Greenwood but its wood-fired pizzas and traditional pasta soon drew a following and more outlets sprouted. Whilst it was enjoying fair success, Peperoni lacked a distinctive identity and didn’t stand out in the highly fragmented casual dining space. Its new outlets also lacked the vibes that made Peperoni, well Peperoni.

The Insight

Bent on rediscovering what was at the heart of Peperoni, it wasn’t hard to see that the pizzeria was popular amongst groups who often gather in boisterous company to celebrate or simply have a good time over authentic Italian fare. Inspired by the Italian way of life, DIA crafted a proposition around the idea of ‘Appetite for Life’ that captures Peperoni’s mission to bring hearts and minds together to savour life in all its delightful flavours. The tagline ‘All We Knead is Love’ embodies Peperoni’s passion for great food and service.

The Impact

Peperoni’s wit and passion are now roundly captured in a new visual identity design system and verbal language that has since been embraced by staff and customers alike. Today, Peperoni’s fan base extends beyond Singapore to include Manila and Yangon, and it continues to see franchise opportunities knocking on its friendly open doors.

Peperoni saw a 6% increase in revenue within three months of its brand re-launch.