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Part out-of-home stunt, part television shoot, Pizza Pizza’s new campaign made an XXL Drop to a busy Toronto neighbourhood to launch their new product offering: the XXL pizza. The campaign, created in partnership with Zulu Alpha Kilo, kicked off with a special-build XXL pizza box. Spanning 20 feet by 20 feet, weighing a whopping 5,000 pounds, the replica Pizza Pizza box was constructed, delivered, and then hung in the air by a 200-foot crane.

The XXL pizza box remained suspended in the sky in a densely populated condo community, creating a flurry of buzz with people in the area rushing to social media to post photos and videos of the pizza box. In addition to the XXL pizza box stunt, the campaign, which is running through April and May will consist of a TV spot, digital out of home, and social media ads.

“Our new XXL pizza is 18 inches in diameter with 8 massive slices; it’s an absolutely huge pizza,” said Adrian Fuoco, Chief Marketing Officer at Pizza Pizza “so we needed an announcement that would do this big pie justice.”

TV and online video was created from footage captured from the stunt. It features the real, giant pizza box hanging from the 200-foot crane in the sky amongst towering sky scrapers. The box is lowered to the ground to a waiting group of real construction workers and onlookers. Original music, created by Circonflex, features a choir chanting “Pizza! Pizza!” throughout the spot.

“The brief was simple: this is a really big pizza – so we decided to keep things simple and make a really big ad,” said Brian Murray, Chief Creative Officer at Zulu Alpha Kilo.

Pizza Pizza’s new XXL pizza is now available at restaurants across Canada—and for a limited time, it's just $19.99 with three toppings. The XXL Drop campaign is rolling out nationwide, featuring special-build out-of-home, TV spots and online video created by The Deli, digital out-of-home and social media ads, with media planning by Media Experts and PR by spPR.