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Since the start of the year, Canadians and Americans have faced the looming threat of a trade war, with tariffs of up to 25% on Canadian goods triggering retaliatory tariffs on American products. Amidst the political tension, Canadian-owned and operated Pizza Pizza is stepping in to bite back against tariffs with its latest campaign: Reverse Tariffs.

The Reverse Tariff campaign is about putting more dough back in Canadians' pockets with a 25% discount on regular-priced pizzas nationwide. It’s Pizza Pizza’s way of giving back to communities across the country, just as it has since its founding in 1967. Building on the "Everyone Deserves Pizza" platform, this campaign reinforces the brand’s long-standing commitment to putting customers first and delivering great value, especially during challenging times.

The Reverse Tariff campaign launched the week of February 18, just weeks after the announcement of a planned 25% tariff on Canadian imports. The timing couldn’t have been better, coinciding with the 4 Nations Face-Off Championship—a prime moment to capture national attention. Earlier in the tournament, Canada and the USA played a close game, with the USA narrowly securing the win. When the two teams met again on February 20 for the championship, excitement was at its peak—setting the perfect stage to promote the Reverse Tariff.

During the game, the spot aired across TV and social media, taking a playful jab at the situation with the bold headline: "Hey Tariffs, Eat This!"—offering a 25% discount on any regular-sized pizza. The move struck a chord, igniting an overwhelming response from Canadians—and even from fans across the border. Social media buzzed with thousands of comments, including one viral TikTok where a user simply filmed her TV screen as the ad aired, racking over 26,000 likes and 500 comments. With 16.1 million viewers across North America—including 10.7 million that watched a portion of the game in Canada, reaching one in four Canadians— it was the most-viewed sporting event of the year, surpassing the Super Bowl in Canada. But it wasn’t just about the laughs—many viewers were eager to cash in on the promo. As a result, pizza sales surged over 20% in the first weekend alone.

The campaign was an instant success, driving sales and tapping into a cultural moment to boost brand love—and sell a few pizzas along the way. It gained widespread attention, with coverage from major outlets like The New York Times, and countless Reddit threads.

Pizza Pizza has a knack for creating timely campaigns tapping into the zeitgeist, and last year’s Bipartisan Wings, launched during the American election, was no exception. The campaign featured satirical political-style attack ads from both the “left” and “right” wings, with the goal of unifying Left and Right chicken wings together in one box.

“As an agency, we love working with Pizza Pizza, a brand that isn’t afraid to have a little fun. Taking a stand against tariffs with pizza might not change Canada-U.S. trade policies, but it sure gives Canadians a delicious way to fight back—one pie at a time," says Brian Murray, Chief Creative Officer, Zulu Alpha Kilo.

The Reverse Tariff campaign, created in partnership with Pizza Pizza and Zulu Alpha Kilo, is supported by Media Experts, which handles paid media, while spPR manages PR.