Press

• In this new campaign, Telepizza reveals the real secret behind its "dough": its consumers.

• Little Spain, production company of the artist C. Tangana, has been in charge of carrying out this project with influences from the Spanish popular culture.

Madrid, March 17, 2023. Telepizza, the leading pizza brand in Spain, launches its new campaign relying on a luxury partner: the production company Little Spain, the creative boutique of reference for the music videos of the artist C. Tangana, of which it is co-owner. The campaign, which includes several TV spots, reveals the real secret behind the famous claim 'The secret is in the dough': its consumers. Telepizza pays tribute to the loyalty and commitment they have shown throughout its more than 35 years of history through several lively pieces under the claim 'Long live the dough, that's the secret'.

"Viva la masa, that's the secret' is our interpretation of the historic 'The secret is in the dough', putting at the center all those people who, with humor and spontaneity, decide to enjoy Telepizza every day, whatever the reason and wherever they are.We give them their rightful place as a fundamental part of a brand with 35 years of history that today continues to lead the pizza world in Spain thanks to them," says Jesús Cubero, Chief Marketing Officer of Food Delivery Brands, Telepizza's parent group.

'Viva la masa', moreover, goes back to the origin of Telepizza and the true meaning of the historical claim: 'The secret is in the dough'. Since 1987, it has been the people who have shared the "secret" of Telepizza from generation to generation. Thanks to the word of mouth of consumers, Telepizza is today a brand known to all. " They are the ones who, from the beginning, were the ambassadors of the brand, reaching all corners of Spain in a short time," confirms Jesús Cubero.

The campaign kicks off with a commercial that lasts almost two minutes and features the presence of the comedian Yolanda Ramos, one of the most notable faces of the national scene, and the actor Farid Bechara, one of the stars of "Mi soledad tiene alas", a film directed by Mario Casas that will be released very soon.

Set in the Royal Palace of Madrid, a national emblem as well as the brand itself, Telepizza is very aware of the influence of Spanish culture, the basis from which Little Spain builds an urban and modernized audiovisual narrative with visual reminiscences to the past.

In the ad we discover in a humorous way how Telepizza is a brand in demand by everyone and everywhere. The ad begins with a woman calling a Telepizza restaurant from the Royal Palace to place a very important order. After that, it is revealed that the woman is Yolanda Ramos and, far from being a member of the royal family, it is discovered that she is actually a worker at the Palace. Mounted on a waxing machine, Yolanda Ramos lives a magical moment to the rhythm of the famous song Driver's Seat, by the rockers Sniff 'n' the Tears, when the Telepizza deliveryman arrives on his motorcycle to give her the real luxury she was waiting for: to enjoy a good pizza with her family after an intense working day. Farid Bechara, Yolanda Ramos' son in fiction, is the one who enjoys with his mother the order they wanted so much, the one they have made to Telepizza.

This ad is the first of several audiovisual pieces that Telepizza will be publishing throughout the year. Through the stories of Yolanda, Farid, a Telepizza deliveryman or a security guard, the brand will show that the outcome in all cases is always shared: the luxury of enjoying a good Telepizza with your loved ones. In all these pieces, Telepizza highlights another key to its success: the quality of the product and its constant innovation.

Telepizza takes into account its origins and reinforces the values of sharing and enjoying the traditional pizza, but at the same time presents new innovations that are also reflected in its menu. The new cheese-stuffed edges for dipping with different sauces, a launch that reformulates the traditional way of eating pizza, offering consumers the possibility of dipping the edges and enjoying them even more, as we Spaniards do with bread. Or its new Megamediana, a medium pizza larger than the rest of the sector, at a very low price: €6.95. A launch with which the brand manages to offer its consumers the medium pizza with the best size-price ratio in the market.

In addition, according to Telepizza, throughout the year other product innovations will be presented under the same campaign in order to continue leading the pizza market in Spain and will continue to be made under its hallmark: its dough. A dough made with its own recipe and a secret formula that has been used since 1987 and with a unique elaboration process: 7 days of preparation, 72 hours of fermentation and a perfect kneading and stretching by hand in the store just before baking.

Telepizza kicks off this 2023 full of new launches and betting on a new campaign in which it praises consumers, who have been choosing it since its beginnings and who today make it a leader. As the brand reveals, that is where its real secret lies, in people. So, long live the masses!

LINKS TO ADVERTISEMENTS

LONG MOVIE: https://www.youtube.com/watch?v=qprQWRf9q_E

MEGAMEDIAN ANNOUNCEMENT: https://www.youtube.com/watch?v=xKamYBvZU4A

FILLED BORDER ANNOUNCEMENT: https://www.youtube.com/watch?v=zExty91WN_Q