Pizzeria da Lupo

Pizzeria da Lupo was founded by a James Beard-nominated chef and was the winner of Boulder’s Best Pizza in 2011 and 2012. Our challenge was building awareness and buzz, on a limited budget, for this pizzeria located in a strip mall.

Creating attention for an “underknown” pizzeria, in a strip center, and in Boulder, is not easy — especially with a very limited budget. Our approach was to take it to the streets — literally. We wrapped a vintage VW van with the new branding we created and used it as both a traveling billboard and a mobile date night option — ‘Date Night in the Van’. The van driver would double as the waiter and the guests would enjoy a three-course meal, parked in one of Boulder’s scenic overlook spots. This generated a unique PR opportunity to help raise awareness as well. We developed the identity, website, new menu, and collateral layouts. We also helped to manage the e-communications and social media programs, as well as partnership marketing efforts and events.