A multichannel campaign announcing the return of Chanello's beloved Special Sauce - spanning social media, direct mail, outdoor billboards, and PR that earned significant local media coverage.
Channels activated
Double Dipper offer
Local media coverage
Chanello's Pizza was bringing back their fan-favourite Special Sauce after years off the menu - and they needed the return to feel like an event, not just a menu update. The campaign had to generate real excitement across their market, drive immediate orders through the Double Dipper Special, and earn media attention without a massive ad budget.
We built a multichannel campaign around one unmistakable message: Chanello's Special Sauce is Back. Highway billboards put the announcement in front of commuters with a bold, impossible-to-miss design. Direct mail pieces landed in homes with the Double Dipper Special offer - a large two-topping pizza, garlic knots, and Chanello's Special Sauce for $14. Social media carried the same energy with carousel posts and feed takeovers announcing the return. And a digital campaign tied it all together, driving online orders through chanellospizza.com. The visual system used the iconic sauce cups as a repeating pattern element, tying every piece together instantly.
The campaign generated significant earned local media coverage - the kind of attention you can't buy. The Special Sauce return became a genuine local news story, amplifying the paid campaign with organic press. The Double Dipper Special drove immediate order volume, and the consistent multichannel presence kept the momentum going well beyond launch week.
