One of the main reasons Little Caesars had never done delivery is because, as a company, they believe “every family deserves the right to pizza night.” So, making pizza unnecessarily expensive through delivery just wasn’t gonna happen. Instead, they figured out how to make it more affordable. And delicious.

There are a lot of dirty little secrets in the pizza category that make delivery more expensive than it needs to be. For example, the other guys will jack up the menu price of a pizza before adding this fee and that fee. And while that’s a lot to explain to consumers in a thirty-second Super Bowl ad, we did need them to take notice of our delivery news, so we could show them that America’s best value is now delivered.

With that in mind, launching the best value in delivery was goal #1 of the work.

Because of the challenges taking on Domino’s and Pizza Hut, we needed a different competitor. So, we invented one. Meet Sliced Bread Inc, a fictional company that had enjoyed decades of success as “the best thing.” That is until Little Caesars introduced the best value in delivery and launched a campaign with an eye toward first-of-its-kind breaking news.

Our Super Bowl ad starred actor Rainn Wilson (from “The Office”) as the CEO of Sliced Bread Inc. In the commercial, we watch the company crumble in a hilarious and outrageous fashion as breaking news spreads that “Little Caesars delivery” has replaced “sliced bread” as the new best thing.

But that was just the beginning. We placed billboards in Times Square, ran a full-page ad in USA today, made box seats out of Little Caesars pizza boxes, and went viral on TikTok — all big placements sharing big news from Little Caesars.