AMMAZZA

Brand Strategy with Ammazza Pizza

Client

Ammazza

Duration

8 Months

Date

AMMAZZA

Brand Strategy with Ammazza Pizza

Client

Ammazza

Duration

8 Months

Date

Creative сhallenges

How do you bring a restaurant group, shuttered for almost two years, back to the forefront of Atlanta's dining scene? Drive another car through it? Probably not.

The story of Ammazza is one you couldn't make up. First opened in 2012, Ammazza received a warm welcome from a city lacking a variety of true Neapolitan pizza outposts. The next few years brought much success and a line of people wrapped around the building clamoring to try Atlanta's newest pizza shop was not an unusual scene for the Edgewood Avenue Pizzeria. However, on June 10th 2017, all of that changed. Ammazza was struck by a high-speed vehicle that not only made it through the brick walls and into the restaurant, but took out the city water main in the process flooding the building with over 550,000 gallons of water.

Creative сhallenges

How do you bring a restaurant group, shuttered for almost two years, back to the forefront of Atlanta's dining scene? Drive another car through it? Probably not.

The story of Ammazza is one you couldn't make up. First opened in 2012, Ammazza received a warm welcome from a city lacking a variety of true Neapolitan pizza outposts. The next few years brought much success and a line of people wrapped around the building clamoring to try Atlanta's newest pizza shop was not an unusual scene for the Edgewood Avenue Pizzeria. However, on June 10th 2017, all of that changed. Ammazza was struck by a high-speed vehicle that not only made it through the brick walls and into the restaurant, but took out the city water main in the process flooding the building with over 550,000 gallons of water.

User experience focus

A recent survey shows nearly 8% of millennials identify as vegan, and as of 2018, they hold the most spending power of any generation totaling a whopping $200 billion per year(Statista 2019) Atlanta is recognized as the number 16 among the top 20 US cities for vegan and vegetarians by Wallethub but still lacks a strong presence among Atlanta restaurants with the exception of Slutty Vegan, Dulce Vegan Bakery and Cafe, and few others.

Recognizing the current landscape of the Atlanta dining scene, and the lack thereof quality vegan options, we knew we had to do something.

User experience focus

A recent survey shows nearly 8% of millennials identify as vegan, and as of 2018, they hold the most spending power of any generation totaling a whopping $200 billion per year(Statista 2019) Atlanta is recognized as the number 16 among the top 20 US cities for vegan and vegetarians by Wallethub but still lacks a strong presence among Atlanta restaurants with the exception of Slutty Vegan, Dulce Vegan Bakery and Cafe, and few others.

Recognizing the current landscape of the Atlanta dining scene, and the lack thereof quality vegan options, we knew we had to do something.

Forbes

"In June, likely to the excitement of foodies dedicated to a plant-based lifestyle, Ammazza announced a new all-vegan menu.

Read More

In just one week the campaign resulted in over 343,000 impressions, 786 comments, 3,388 likes, and 591 shares across Ammazza's Facebook and Instagram social accounts. The end result was a significant boost of their vegan percentage of product sales from 3% to 11%, accounting for over $434,000 in additional sales the first calendar year, and was featured in countless sources of earned media such as Forbes, Thrillist, Eater, and more.

Through our strategy and Ammazza's incredible team we helped a comapny who had been closed for almost two years claim their spot among Atlanta's best businesses. In the process we overthrew their main competetior and 10-year repeat winner, Antico Pizza Napoletana, to claim "Best Pizza" in Creative Loafing's Best of Atlanta 2019.

But we didn't stop there

Ammazza tastes better with Butter.ATL

Butter.ATL is Atlanta's official culture channel born out of the realization there is shockingly little media produced by and for Atlantans.

Ongoing series like Atlannapedia work to define culture from A-Z one letter at a time with the help of Atlanta legends like Killer Mike, Ale Sharpton, and many more. No topic is off limits from gentrified BBQ to a spirited debate about Atlanta's most influential musicians, Butter.ATL is masterful at driving conversation through videos, graphics, interviews, illustrations and more that capture the essence of Atlanta.

Modern brands win by not only appearing in media, but by creating it themselves. The good people of Butter.ATL worked alongside Ammazza to produce a social content series about everyone's favorite food..pizza and create Atlanta's very first pizza week. Check out some of the content below:

Learn More

Let’s bring your vision to life

Zachary is here to ensure your experience with us is smooth and successful. Reach out anytime — he’s here to make sure you feel confident and supported throughout your journey with us.

Profile portrait of a man in a white shirt against a light background

Zachary Adauto

Client Success Manager

Extreme close-up black and white photograph of a human eye

Contact us

Let’s bring your vision to life

Zachary is here to ensure your experience with us is smooth and successful. Reach out anytime — he’s here to make sure you feel confident and supported throughout your journey with us.

Profile portrait of a man in a white shirt against a light background

Zachary Adauto

Client Success Manager

Extreme close-up black and white photograph of a human eye

Contact us

Let’s bring your vision to life

Zachary is here to ensure your experience with us is smooth and successful. Reach out anytime — he’s here to make sure you feel confident and supported throughout your journey with us.

Profile portrait of a man in a white shirt against a light background

Zachary Adauto

Client Success Manager

Extreme close-up black and white photograph of a human eye

Contact us