TOLEDO, Ohio, July 14, 2005 (PRIMEZONE) -- Marco's Pizza, the 27-year-old 137 unit chain headquartered here, is introducing a new a re-branding and advertising campaign this week in Indianapolis which highlights the Italian heritage of the brand's founder Pasquale "Pat" Giammarco.
Jack Butorac, Jr., president of Marco's Franchising, LLC, who acquired the franchising rights to Marco's last year from Giammarco, announced the new campaign with Syl Sosnowski, Marco's vice president of marketing.
"Pat Giammarco, who remains actively involved with our company today in 'concept development' and as an owner of 25 Marco's Pizza stores in N.W. Ohio, came from Italy with his parents as a boy. After years of experimenting with a family recipe, knowing that consumers love a real home-style tastes, Giammarco perfected the recipes we use today," said Butorac. "By positioning our company with our Italian heritage, we believe this will help customers identify us as an 'Authentic Italian Pizza Company', which we are."
The campaign, which includes television, direct mail, point of purchase and billboards, is being introduced in Indianapolis, where Marco's recently opened nine stores.
The television spots, which features Italian landmarks in Rome and Italy, was produced by Elliot Firestone of E. Firestone Consulting. Firestone is the former senior vice president of BBDO in New York and a partner with West Wayne in Atlanta and whose credits include commercials for Pepsi Cola, Apple Computers and Papa John's in the late 90's and early 2000.
"I spent 40 years living in New York," Firestone recalled. "People are going to be pleasantly surprised with Marco's Pizza. They make their dough fresh daily. They use three types of cheeses. Their sauce is made from a Giammarco family recipe. Marco's is one of the few chains that can legitimately compare its product to the famous independent New York pizza shops. It is that good."
Firestone said he tried to mix well-known Italian landmarks into the TV spot with Marco's Pizza shots.
"If you want an Italian travel history, go to Rome. If you want famous Italian sculpture go to Florence. If you want Ah!thentic Italian Pizza go to Marco's," he explained.
Firestone added that the spots were designed to be localized for current major Marco's markets that include stores in Ohio, Indiana, Michigan, Nevada and Phoenix.
Since acquiring the franchising rights to Marco's Pizza, Butorac has set a course to open an additional 250 locations by 2009, and has announced he is well on his way with this goal by getting commitments for more than 50 new stores in the first year through Area Development Agreements in Las Vegas, NV, Phoenix, AZ, and Lansing, MI.
Marco's Pizza offers consumers carryout, delivery service, and a menu of custom made pizzas, fresh baked subs, chicken wings, salads and soft drinks.
Additional information is available at www.marcos.com or email dallen@marcos.com