Client

CAULIPOWER, Marco’s Pizza

Services

Key Art, Design, Typography, Layout

Project Overview

CAULIPOWER was announcing a new partnership with Marco’s Pizza. As the first national pizza restaurant carrying CAULIPOWER crusts, the team was very excited to promote this venture through a mini campaign and giveaway.

Challenges

Due to slowdowns on the bureaucratic side of things, I had about two weeks to plan the key art for the campaign before the launch. Marco’s hadn’t provided any images of our crusts with their toppings, so I would have to use our internal assets, which were largely of our topped frozen pizzas. Further complicating matters, Marco’s brand guidelines prevented us from placing their logo on a green background, which was CAULIPOWER’s primary branding color.

Solution

I sourced lifestyle photography using our pepperoni frozen pizza, which looked most similar to Marco’s. Because it couldn’t feature our branding, I opted for a plain background. Because of the issues with brand color, I used one of our brand surfaces as the background, but kept it white to fit with both brands. To make an engaging and on-brand asset, I then focused on a stylized type treatment that used our fonts and brand colors.

Of course, two days before the launch, we did receive images from Marco’s. They were on a black background typical for their branding but out of place for CAULIPOWER. Because this layout was so streamlined, I was able to easily swap out the pepperoni for the supreme pizza image they provided.

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