--- title: "Launching PizzaExpress' new Specials Range" date: 2025-11-05T00:00:00+00:00 author: "ashley@bgn.agency" canonical_url: "https://itsprettygreen.com/latest/launching-pizzaexpress-new-specials-range" section: News --- ![](/uploads/transforms/Images/_650x600_crop_center-center_90_none/PEXCEDough_Hero.png) News How do you make a new supermarket range go viral? You don’t just put it on shelves, you serve up a story people can’t resist. When PizzaExpress launched their new supermarket specials range, we knew we needed to do more than talk about toppings. To launch its new 11” *Specials* supermarket range, PizzaExpress created a nationwide search for a CE-Dough (Chief Executive Dough) whose role was simple but irresistible; taste-test the new range before anyone else and deliver hot takes on everything from crust thickness to topping ratios to that all important cheese pull. The prize was equally mouthwatering: behind-the-scenes access to PizzaExpress’ product development, a year’s worth of pizzas, dough balls and dressings from the supermarket range, plus a £1,000 gift card to spend in-restaurant. The launch was supported by a tablescaping worksh0p, an event to provide inspiration to consumers on how to deck their table in PEX-themed gear! By making the new products the star of the show and turning them into a cultural moment, we tapped into the internet’s appetite for playful, once-in-a-lifetime opportunities. The result? **235+** pieces of coverage **268M** Reach **1.63k** Coverage Engagements The takeaway? Proof that when you mix pizza with playfulness, you get PR that rises like dough. ![/uploads/Images/CEDough1.png](/uploads/Images/CEDough1.png)![/uploads/Images/CEDough2.png](/uploads/Images/CEDough2.png)![/uploads/Images/CEDough3.png](/uploads/Images/CEDough3.png) Share: showTooltip = false, 1500)"> Copied! 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