Quest Pizza

Quest Nutrition is on a mission to make the foods you crave work for you, not against you. The brand already had delicious lines of protein bars, powders, and cookies, but the launch of Quest Thin Crust Pizza was something different.

 This was the brand's chance to break into a new category, a new aisle, and truly change perceptions about "junk food" - and the possibility of eating low carb without compromising.

Like all products, it started with the packaging. Our team designed a set of vibrant, in-your-face boxes, consistent with the greater portfolio but also bold enough to stand alone in the frozen aisle.

Whole or half pizzas seemed to be the competitors' image of choice, so we went for something more unique in a single slice that took over half of the primary panel. Our long-time collaborator Mike Wepplo created some beautiful photography in his illustrative but photo-realistic style.

That left a campaign to create. Our first objective was introducing the product and building awareness among our "Questies" - who we knew would be insanely excited about a Quest pizza.

Always a fan of amplifying organic reach through authentic influencers, we came up with the idea of a pizza twist on a certain series about comedians driving and drinking coffee... Influencers in Cars Eating Pizza "Slice of Life"

We settled on 4 guests who represented a diverse cross-section of Quest consumers, and our host: the one and only Brian Scalabrine! With giants like Brian, Kuz, and Brock onboard, we knew that our pizza-mobile had to be a Fiat 500. Comedy gold.

We partnered with LA production company and good friends More Media, and awarded the project to director duo The Dads. 

Beyond the video series, we also created a full suite of creative assets to support the launch, including a VIP promotional kit, coupons, digital content, and even a complete pizza "restaurant" tradeshow booth!

The launch was such a success that Target immediately increased distribution from a small test to a nation-wide, all-stores roll out.