Button eyes, a two-dimensional handlebar mustache sitting above a non-existent mouth, a felt hand pulling felt cheese and pepperoni out of a khaki pants pocket — it would all be terrifying if it weren’t so patently strange. There’s not just one freaky element, but an overwhelming sea of oddities. Viewers might as well sit back and laugh.
The campaign was produced by McKinney, Little Caesars' agency of record. As part of the push, four TikTok influencers — SpencerX, Adam Waheed, The McFarlands and Brooke Averick — will promote the chain with their own "pizza"-stuffed doppelgangers on TikTok beginning on Monday. The dolls were designed by artist Russ Vick.
Little Caesars’ bold marketing choice mirrors the brand's approach to pizza toppings and crust fillings. The chain claims there are more than nine feet of pepperoni on each pepperoni-and-cheese-stuffed crust pie. The message of the ads and the product is clear: more is more.
The quirky content feels ideal for social media, where outlandish posts can win eyeballs and rise to the top of an algorithm. While the larger Pepperoni & Cheese Stuffed Crust push included TV commercials, this campaign was designed for social, with a specific focus on TikTok.