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40 & FINE WITH IT
Client: California Pizza Kitchen
Anyone can have a mid-life crisis—including your family's favorite casual dining restaurant.
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With CPK's 40th anniversary right around the corner, we were tasked with building momentum for the brand that's been serving fresh ideas for decades.
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We decided this process was best split into three stages—just like your dine-in experience.
Stage 1: The Appetizer
Now reintroducing California Pizza Kitchen. Fresh to Death.
This fake rebrand wasn't limited to only one video.
It took over every platform—emails, website, social media, etc.
And the crowd is...confused?
Stage 2: The Entree
A couple days later, in walks Busy Philipps, CPK's biggest fan, to call it what it is—a very public mid-life crisis.
Stage 3: The Dessert
The sweetest deal, available now.
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