Peter Piper Pizza, whose high-quality pizza and entertainment centers have brought families together for food and fun for over 50 years, named Citrus Advertising as the new agency of record, for brand, creative and media services.

“We selected Citrus Advertising based on their years of experience in the restaurant industry building brands, developing bold and innovative campaigns, and delivering results,” said Genaro Perez, Chief Marketing Officer of Peter Piper Pizza. “We believe the fresh perspective for creative will further connect our consumers with what they love; quality scratch-made pizza and fun that reconnects family and friends.”

“We look forward to developing an integrated partnership with our teams and are thrilled to be partnering with such a well-loved brand,” says Sheila Lemon, CEO of Citrus Advertising.

Citrus kicked off the partnership by filming a series of new commercials and introducing a new brand positioning: The Fun Is Baked In.

Howard Smith, Chief Marketing Officer of Pizza Properties Inc., the largest Peter Piper franchise group, expressed enthusiasm for the new tagline and positioning for “The Fun Is Baked In” or “Diversión en Cada Bocado.”

“For our restaurants in El Paso, Rio Grande Valley and the rest of Texas, we love the strategic insights Citrus Advertising has delivered. The new creative embraces the diversity of our customers and offers the ability to connect Peter Piper Pizza with our guests in culturally relevant ways,” said Howard Smith.

Jason Shipp, Executive Creative Director for Citrus Advertising, stated, “‘The Fun Is Baked In’ brings delicious scratch-made pizza in an amazing game-driven family environment to life. We believe Peter Piper Pizza is unique in this space because the entire customer experience is based on having fun. From the amazing food, high-quality games, and friendly staff, fun is truly inherent in the brand. This is a great opportunity to build a brand that brings families and people together.”

The commercials, filmed in Phoenix in partnership with True Story Films, include real customers who were invited to experience the fun for themselves. The new campaign will launch with media starting March 18, 2024, with new spots premiering throughout the year.