Slices-N-Stix is a core menu item—it’s always on offer, year-round. The unique appeal of Little Caesars Slices-N-Stix (SNS) is the ability to get two products in one for a great price. The brand also offers 3 product varieties with different Stix toppings.

For this campaign, we were tasked with driving Slices-N-Stix sales and increasing taste perceptions. We know from research that consumers don't think of Little Caesars for taste or variety. As a result, our work had an uphill battle to combat perceptions of the brand, alongside the fact that we had no real new “news” about the product.

Our insight: Often, when you put two things together, you get something even better than the sum of the parts. The additional value of that combination is what we can offer our fans with SNS.

SNS vs. PBJ opens on a man picking up Slices-N-Stix pizza from a Little Caesars. He’s excited. He opens the box, sees his fresh pizza, and proclaims, “Little Caesars Slices-N-Stix with half pepperoni pizza and half Italian cheese stix is the world’s greatest combination!”

A voice behind him says, “Carl?” The man turns to see an anthropomorphic peanut butter and jelly sandwich man standing behind him. He looks betrayed. They start talking and it’s clear that Carl and PBJ have history (Carl tells PBJ that he’s sorry, but he “wanted to try new things”). PBJ gets angry. It’s a classic break-up scene.

As if to help PBJ understand, Carl pulls a Stix from the box and feeds it to him. We see a close-up of PBJ sampling it and his defeated look when he realizes it’s just THAT good. He shouts “NO!” in denial, but it’s too late.

See confidential section.