Family pizza chain Peter Piper Pizza is undergoing a digital makeover to reinvigorate the Arizona-based company that has more than 130 locations. The more intriguing revelation, however, are the media consumption habits of their target demographic, young mothers.
 
The man behind the revamped strategy for Peter Piper is Charles Bruce. Bruce came on as CMO a year ago and immediately began vigorous research on the brand’s optimal customers, and the best ways to reach them. He also brought on full-service, Arizona-based Santy Integrated media company to produce the new advertising and online components, which will include online ordering and mobile marketing initiatives where customers receive special offers on their cell phones.
 
Bruce believes that brands that aren’t constantly evolving are dying. Such a black-and-white approach to marketing also predicts his adversity to disclosing anything close to the valuable specifics of the market research he’s been doing. “I can’t give away the family jewels,” he says.

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