Black-and-white stripes are back in fashion. That must mean that PizzaExpress is using National Pizza Day to give away 50,000 free Marghertia pizzas nationwide again. The eye-catching campaign is sure to drive footfall and reinforce the brand positioning. Report by Hannah Barnett.
The mechanic is simple: customers who visit any PizzaExpress pizzeria wearing a black-and-white striped top receive a free Margherita, with options available for classic, vegan and gluten-free bases. The stripes reference the brand’s iconic monochrome aesthetic and the uniforms worn by its pizzaiolos, tying the promotion closely to PizzaExpress’s visual identity.
This year’s activation is bigger than last year’s, aligning with broader brand momentum as PizzaExpress Live—its live music platform—approaches its 50th anniversary later in the year. The giveaway is designed to boost in-restaurant traffic, generate social media buzz, and reinforce PizzaExpress’s position as an experiential dining brand rather than just a casual pizza chain.
With limited availability (“once they’re gone, they’re gone”), the campaign leverages urgency and user participation to turn a calendar moment into a high-impact, footfall-driving brand event.
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