New York Pizza, founded in 1985, is the Netherlands' fastest growing pizza delivery chain, with over 100 franchise holders in 15 years. In 2007 the young challenger brand wanted a campaign to highlight their quality offering. The agency was briefed to communicate with a small budget that New York Pizza makes the best tasting pizza available. With fierce competition and a premium price we had to emphasise the quality rather than the speed of delivery. Our target audience was primarily young single males and in keeping with the cinematic approach the campaign will be aired around movies.