---
title: PizzaExpress
date: 2026-05-19T13:10:00+01:00
author: Mona Parmar
canonical_url: "https://itsprettygreen.com/work/pizzaexpress-earn-your-stripes"
section: Projects
---
#  PizzaExpress Earn Your Stripes 

 [PR & Digital PR](https://itsprettygreen.com/services/pr) 

    ![A diverse group of people wearing striped shirts stands outside Pizzexpress Pizzeria, showcasing a playful spirit. The sleek, modern shop front features large glass windows and an inviting canopy, while natural light enhances the vibrant atmosphere of the bustling street.](/uploads/transforms/Images/_1872x1053_crop_center-center_90_none/image.jpg)  

 ## Make Pizza Express famous as *the* go to dining option

##### Challenge

PizzaExpress wanted to dominate National Pizza Day. Outshouting competitors, driving weekday lunchtime visits and reinforcing their recognisable brand positioning

##### Activation

We launched Earn Your Stripes: an invitation to customers to wear black-and-white PizzaExpress stripes and claim a free pizza.

One day. One simple idea.

We captured moments in queues and restaurants through social first content and PR photography. User participation fuelled social buzz, which was amplified by influencers, media and PizzaExpress’ brand channels.

##### Impact

A mass participation moment that saw PizzaExpress owning the National Pizza Day conversation and driving a significant uplift in sales and footfall.

 

   84.2% of all National Pizza Day coverage (up 27 points year-on-year)    75% social share of voice   23% increase in total share of voice year-on-year   5000% Google search uplift for 'PizzaExpress National Pizza Day'    10,000 visits from campaign activity    15,200 lunchtime visits     Significant sales uplift vs forecast  

 ## Want to see more?

 [ See Our Work 

 See Our Work 

 

 ](/work) [    ![A clear glass bottle of ginger and turmeric immunity shot stands prominently against a light peach background. The vivid yellow liquid inside contrasts with the earthy ginger root in the foreground and vibrant red apple, alongside bright lemon slices. The bottle features a playful label, enhancing the fresh, health-focused aesthetic.](/uploads/transforms/Images/Case-Studies/Innocent/Spicy-Shots-Launch/_640xAUTO_crop_center-center_90_none/shots_GGT_UK-IRE_new.png.webp)  

innocent Drinks

### From Calm to Chaos - Spicy Shots Launch 

 

Social Media & Influencer Marketing

 

 ](https://itsprettygreen.com/work/innocent-drinks-spicy-shots-launch) 

 [    ![A woman with braided hair sits on a striped rug, wearing a light denim jacket layered over a red shirt. Her red shoes, complemented by white ankle socks, add a pop of colour. The background features a bold red wall, enhancing the vibrant atmosphere.](/uploads/transforms/Images/Case-Studies/HeyDude/_950xAUTO_crop_center-center_90_none/Hero-3.jpg)  

HeyDude

### In Her Shoes Repositioning HeyDude to unlock a new Gen Z audience

 

Social Media & Influencer Marketing

Talent & Brand Ambassador

Content Production

 

 ](https://itsprettygreen.com/work/heydude-in-her-shoes)