The Real Family Pizzeria

LaRosa’s Pizzeria


LaRosa’s Family Pizzeria needed a message that would disrupt the category’s discount focus - a message that would mean as much to their local loyalists as it would to their lapsed customers.

Market research revealed the extent that LaRosa’s over-indexed as a local brand linked with quality time spent together.

We presented the brand position, “The Recipe of Happy”. This positioning embraced LaRosa’s authentic family heritage, fun atmosphere, and passion for hospitality. When COVID hit, we pivoted to put even more emphasis on showcasing authentic guest moments.

The new positioning allowed Brunner and LaRosa’s to implement fully integrated campaigns around a simple, big idea—our consumers’ happiness.