Context
ASK Italian was preparing to launch Pizza a Mano – the biggest evolution of its pizza menu in a generation. It gave us an opportunity to showcase everything the brand stands for. We needed to create an integrated campaign that could launch the new menu with impact while building an ownable creative platform that would live across PR, influencer partnerships, talent, content, social and live experiences throughout 2026.
Strategic Insight
Pizza a Mano isn’t just ASK Italian’s most indulgent pizza menu ever. It represents the brand’s total spirit of generous hospitality. A passion which extends far beyond the plate. An abundance, kindness, and inclusivity. But also, theatre and entertainment, unexpected in the casual dining sector.
So rather than simply telling people about generous hospitality, we set out to make them experience it.
Creative Concept
We turned dinner into a game show. Hosted by Roman Kemp, The Slice is Right launched at ASK Italian Paddington, with diners, media and influencers competing for prizes. A tabletop version extended the fun, driving buzz, content and repeat visits.
Full Colour
Result One:
Sharp rise in ASK Italian brand familiarity score alongside consideration
Result Two:
Over 1,200 in covers driven by The Slice is Right tabletop game launch across three weekends
Result Three:
Coverage that cut through: 60+ high-quality editorial insertions across national, regional and consumer media.