Brand Communication Plan
Spizza's chain of pizzeria started in 2002 in Club Street with the vision of offering affordable yet authentic thin-crusted wood-fired pizzas and tasty Italian dishes to the discerning palates of Singaporeans. Over time, its management realised the importance of building a unique identity for Spizza to expand the business for dine-in and delivery locally and overseas amidst growing competition in pizza and other F&B concepts.
FT Consulting started with a Brand Review to assess how the Spizza brand was perceived by the market and its customers, what pizza lovers value and what competition offered in the market. With this in mind, FT worked with Spizza to create a Brand Strategy that would position the brand to capture a bigger slice of the market. Building on the brand's core values of using only the freshest imported ingredient and Italian pizza-making traditions, FT helped position Spizza to be a modern, light and airy pizzeria infused with traditional elements as reflected in the wall murals of Italian icons, white-washed brick walls and the use of natural colours and materials. Its logo and marketing collaterals were transformed and injected with lifestyle elements to bring the Spizza brand forward in time. FT also worked to inculcate the new brand philosophy in-house and helped Spizza to communicate the same externally to existing and future customers.
The Leap Forward
With the new brand identity, Spizza was better able to attract its target group of customers and also groom its future customers. Its latest outlet opened in the East Coast has experienced strong patronage while its delivery business has shown good growth. Through the use of social media, the new Spizza brand has also gained traction in the minds of its customers as it continues to engage and excite them.