PROJECT SUMMARY
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.
![](https://prallco.com/wp-content/uploads/2016/05/PDL_logo-before-and-after-1.png)
Branding – logo, before and after
![](https://prallco.com/wp-content/uploads/2016/05/PDL_website.jpg)
Website – sample page
![](https://prallco.com/wp-content/uploads/2016/05/PDL_Menu.jpg)
Branding – new menu layout
![](https://prallco.com/wp-content/uploads/2016/05/PDL_recipe-card-1.png)
Collateral – recipe cards
![](https://prallco.com/wp-content/uploads/2016/05/PDL_van-1.jpg)
Branded Vintage VW Van – used as a mobile billboard, and for our Date Night in the Van – dinner for 2 or 4 on top of Flagstaff Mountain.
![](https://prallco.com/wp-content/uploads/2016/05/PDL_Van1-copy-1-e1468258819987.jpg)
Branded Vintage VW Van – used as a mobile billboard, and for our Date Night in the Van – dinner for 2 or 4 on top of Flagstaff Mountain.
![](https://prallco.com/wp-content/uploads/2016/05/PDL_2016-04-17-14.26.52-e1468445738196.jpg)
Branding – new pizza box
![](https://prallco.com/wp-content/uploads/2016/05/PDL_chalk-art-1.jpg)
Guerrilla marketing – chalk art promotion near CU
![](https://prallco.com/wp-content/uploads/2016/05/PDL_dinner-for-two.jpg)
Branded Vintage VW Van – used as a mobile billboard, and for our Date Night in the Van – dinner for 2 or 4 on top of Flagstaff Mountain.