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Making ASK Italian the go to brand and local restaurant for sourdough pizza

ASK Italian · Case Study



ASK Italian, a leading Italian restaurant chain, appointed Jaywing PR to promote its new spring menu and sourdough pizzas, while drumming up support for its new Manchester store. Jaywing was tasked with devising and implementing a fun and engaging campaign to support the chain's in-house marketing efforts. 


  • Launch the new spring menu with an emphasis on the new sourdough bases
  • Create a buzz around the opening of the new Manchester flagship restaurant


As ASK Italian was the first restaurant chain in the UK to introduce sourdough pizza bases we leveraged this in a campaign to show consumers that it really is ‘all about the base’.

We launched a national pizza flaring competition by asking people to share their flaring attempts on social channels. To raise the profile of the competition we visited some key locations and challenged passers-by to show us their flaring skills.



The three best entrants were invited to show off their skills in the grand final held at the brand new Manchester restaurant. Celebrity chef Theo Randall hosted the night via Skype, and judged the competition along with an independent expert panel.

The campaign raised awareness of sourdough based pizzas and heightened the profile of the new Manchester store. The campaign also resulted in 18 high-quality pieces of press coverage were secured in key media titles and an on-going social buzz. 



pieces of coverage


regional coverage

Key journalists

secured as panel judges

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