ADWEEK: Portland Agency Undnyable Creates 'Pizza Poetry' to Get People Hungry for MOD Pizza
Undnyable today announced the launch of a new campaign for MOD Pizza, which runs through the fall. MOD Pizza’s brand platform “All Pizza’s Welcome” served as the inspiration for the playful new campaign, celebrating MOD’s ‘Any toppings, one price’ approach by proudly declaring their one-of-a-kind topping combinations in a back-and-forth, poetry-slam style song.
PORTLAND, OR––October 4th, 2022––Portland-based agency Undnyable today announced the launch of a new campaign for MOD Pizza which runs through the fall. MOD Pizza’s brand platform “All Pizza’s Welcome” served as the inspiration for the playful new campaign, celebrating MOD’s ‘Any toppings, one price’ approach by proudly declaring their one-of-a-kind topping combinations in a back-and-forth, poetry-slam style song.
“MOD is first and foremost a people place, not a pizza place,” said Undnyable Executive Creative Director Steve Williams. “So we designed these campaigns to celebrate the idea that no matter who you are or what you put on your pizza, MOD is your place.”
For Undnyable, the project was a perfect opportunity to flex the agency’s deep food experience and nimble, senior-led approach.
“MOD is a dream client for us,” said Founder and Chief Creative Officer Justin Hooper. “Their pizza is not just delicious and fully customizable, but their purpose-led, community-focused spirit shines through everything they do as a company, allowing us to have a lot of fun while making people hungry.”
In addition to brand creative, the campaign supports the launch of MOD’s first-ever family meal deal, the “MOD FUNdle”, featuring four customized pizzas, a Mega salad, and four of their signature ‘No Name Cakes’, packaged together in a convenient carryout package featuring puzzles, mazes, word searches as well as exclusive digital content accessed with a QR codes on the box.
“When we looked to expand MOD’s All Pizzas Welcome campaign and tagline, we sought a creative partner that could help us highlight our unique value proposition of ‘Any Toppings, One Price’ in a new, distinctive way,” said Mark Shambura, Chief Marketing Officer at MOD Pizza. “Undnyable’s creative approach injected energy to deliver our message in a playful pizza-poetry staccato approach. Beyond showcasing our delicious customizable pizzas, the work incorporates both our customers and our MOD Squad – four are featured in the spot – in order to provide a reminder that at MOD, everyone is celebrated for their individuality.”
MOD’s inclusive hiring practices come to life in the campaign which features real MOD Squad members - including individuals with intellectual and developmental disabilities and those formerly justice involved telling the MOD story in a similar poetic, rhyming style. Undnyable partnered with food and motion design experts SugarHi on the production, which blends live action and animation. Spots were filmed across two days in Seattle on stage and inside a MOD Pizza restaurant. Music was created by composing team Rad Lazer, with lyrics captured live on set.
The campaign breaks in October across digital and social platforms including Youtube and Hulu. Media for the campaign is handled by Supply.
Led by long time creative agency veterans Justin Hooper & Steve Williams, Undnyable is a nimble, senior-led, no-BS, boutique creative agency for clients of all sizes. Their success model is efficiency and effectiveness through high-impact creativity, shedding the costs and layers of more traditional agencies and tapping higher level creatives who enjoy doing it all. They’ve worked inside brands, inside agencies and production companies across all creative and production roles. Their experience includes work for StubHub, Carl’s Jr., Activision, MOD Pizza, Rainier Beer, Sofi and T-Mobile. For more information visit: www.undnyable.com For new business inquiries please contact firstname.lastname@example.org.
ABOUT MOD PIZZA
MOD Pizza is a purpose-led, people-first brand founded in Seattle in 2008 by serial entrepreneurs Scott and Ally Svenson. As the pioneer of the fast-casual pizza category, MOD introduced speed, individual style, and compelling value to the world of pizza. The Company serves individual artisan-style pizzas and salads that are made on demand, allowing customers to create their own pizzas and salads with any combination of over 40 toppings and sauces, all for one incredible price. Today, MOD is the largest fast casual pizza concept and one of the fastest growing restaurant brands in North America. With over 500 stores systemwide across 29 states and Canada, MOD is committed to creating not only a cool place to eat, but an inspired place to work by providing community and opportunity to over 10,000 Squad members. For more information, please visit http://www.modpizza.com.
Spot titles: ‘Top My Toppings’ + ‘A Side of Fun’
Client: MOD Pizza Chief Marketing Officer: Mark Shambura VP of Brand Marketing: Mita Padhi Senior Director, Creative/Content Production: Gabe Goldman Director of Brand Marketing: Andrea Haines Art Director: Logan Sayles Art Director: Dianne Vallier Senior Manager of Marketing - Content: Cody Permenter Creative Project Manager: Toni Dysert Senior Manager Production Services: John Hodges
Agency: Undnyable Founder/Chief Creative Officer: Justin Hooper Partner/Executive Creative Director: Steve Williams Executive Producer/Producer: Michelle Currinder Project Manager: Samantha Costa Production: Sugarhi Directors: Jake Banks & Florian Stadler Managing Director/Executive Producer: Sam Swisher Producer: Rick Brown Editor: Volkert Besseling Post Producer: Gail Von Dedenroth Motion Graphics/Animation: Marshall Sutherin Key Food Stylists: Bridget Meyer, Tobi Frank Martin Music: Rad Lazer Producer/Composer: Rafter Roberts Executive Music Producer: Adam Goldman Media Supply Founder: Matt Nisbet Director, Strategy & Planning: Ian Horne