Express Yourself.
Brexit. Lockdown. Eat out to help out. Cost of living.
Safe to say, it’s been a tough couple of years for hospitality. But Pizza Express wasn’t one to fold their calzones without a fight.
Their new consumer brand Expressly for Everyone was being launched, and the brief was simple: To create an employer brand that aligned to the consumer brand. To show that hospitality is back. And use their EVP to make the iconic business the carer choice for restaurant roles.
The answer.
Inspired by the EVP pillars Be the energy and Belong in our family, Express Yourself is an employer brand with inclusivity and authenticity at its core. It is modern, bold and you guessed it…expressive; created around the story that at PizzaExpress, people can be who they are. They can feel like they can be themselves, be authentic and bring every bit of themselves to the table. When people can bring their personality, ambition and individuality to work, they can live the EVP pillars to the fullest. They can bring the energy to the pizzeria floor, seize any opportunity, and feel like they belong.
It tells people that
Here, you can express yourself, because PizzaExpress is expressly for everyone.
Our target demographic was late teens/early twenties, so we headed to social. The launch campaign amplified the ‘Express Yourself’ employer brand and its messages with a video series that passed the mic over to real Pizza Express team members, showcasing how they are empowered to express themselves at work.