2009
Romana
PizzaExpress
| Romana |
PizzaExpress are very proud of their Romana pizza base. And so they should be. It’s a bigger, thinner, crispier, very authentic, handmade, Italian pizza. It’s a couple of quid more than a regular pizza, but it’s worth it. We needed to convey all of those messages, in posters, online and around the restaurant, with all of the food cues to make a customer upgrade to Romana. Yes, it’s thinner, bigger and crisper, but it’s also a stretched out version of their classic pizza. There are Romana specials, or you can have your regular favourite pizza, stretched out. You can taste the ingredients more when the dough’s stretched out, and you inevitably stretch out your conversation over a Romana. So we got an authentic Italian piazziolo to hand-stretch out dough, into which we cut out the words “pizza, stretched out.” And then sprinkled flour around liberally. Thanks to Alison Carmichael and Jelly London for creating the most appetizing type-made-from-holes-in-dough of 2009. |
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