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Leggera

Leggera is PizzaExpress' revolutionary range of lighter pizzas. The centre of the dough is removed, and a lovely fresh salad put in its place, making each delicious dish around 500 calories. A year after its launch, customers are loving the fact that they can watch their weight, and still enjoy going out for dinner with friends, and this is what we wanted to celebrate in our Spring campaign.

Since Leggera means ‘light’ in Italian (and the pizza was originally inspired by the ring-shaped fresella beard from Naples) we looked to PizzaExpress’ Italian roots for inspiration.

Just how do people from the land of pizza and pasta manage to stay healthy and look good? Our research unearthed some pretty inspiring insights, which we wanted to share with our UK customers to help them not just eat light, but live light. This formed the basis of our in-restaurant campaign:

Live LeggeraThe Italian way to eat healthily
Our posters deliver the Italian insights with a light touch, featuring quotations from our aspirational, yet accessible continental counterparts.

And we gave the table booklet a revamp, turning it into a gorgeous, glossy mini-magazine for customers to leaf through over lunch. Including tips for eating out, eating in, letters, interviews, articles and a competition to win a Leggera Weekend in the Italian fishing village where we did the shoot, we think the ‘table-zine’ is a beautifully crafted expression of the campaign thought that’s bang on for our target market.

Posters
Table-zine	Behind the scenes of the shoot in Camogli, Italy