Nestlé Wagner had for a long time been offering an extensive range of American pizzas under the subbrand “Big Pizza” with typical thick and at the same time crispy dough. The strategic target group were young people who primarily want to have fun and experience pizza enjoyment. With the newly introduced packaging relaunch, the product positioning was sharpened and expressed primarily through the extended brand name “Big City Pizza”. The newly defined varieties refer directly to it and are now all linked to well-known international city names.
The design of the packs is now much more approachable and innovative and takes up the young target group’s expectations of internationally oriented and diverse American pizza varieties, which often would rather order from the delivery service than resort to frozen pizza. Accordingly, the packaging front represents a largely untreated pizza service corrugated cardboard box, which is torn open and offers a view of the appetising American Pizza. A courageous and groundbreaking step that clearly conveys Wagner’s claim to innovative and at the same time down-to-earth pizza specialities.