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.