Superfly

Client: Flying Pie

Fueled by: Branding, Strategy, Media, Digital

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THE SETUP

Born as a pie in the sky idea in 1978, Flying Pie is a much-beloved homegrown institution, with hot spots in Boise, Meridian, and Nampa. Their local legend status comes down to more than unreasonably amazing pizza. Any way you slice it, Flying Pie is what it is because of their out-of-the-box creativity, quirky attitude, and irrepressible sense of fun. But over time, the brilliant secret sauce of this brand had been dimming in the public eye.

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THE FUEL

To add fuel to Flying Pie’s fire, CLM first dug into brand insights (after digging into all available pizza…because research). We waded through everything from old employee manuals to decades of hand-drawn comment card art created by guests. The OG brand told us what to do. From deep in those historical boxes, the brand was basically asking us, like a cheesy Joe Cocker duet, to “life us up where we belong…where the pizza’s fly…on a mountain high.”

Brand Book

Get on the same page. For every employee / vendor / lucky soul to flip through it, the brand book bakes in the personality and identity of Flying Pie. It’s put together like a pizza box with all the core ingredients of Flying Pie—from the dough (the foundation of the business) to the secret sauce (core values and mission) to the toppings (brand elements like colors and tone of voice)—served up fresh.

 

Flying Pie logo

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Amatic SC

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
Gibbs (black & book)

 

Leafy Green»
Pepperoni Red»
Cheesy Yellow»
Sky Blue»
Midnight Black»

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Strategy + Media Mix

On the fly. During the rollout of our strategy, COVID-19 hit, changing everything. Seemingly overnight, the restaurant industry transformed, and pizza basically became an essential service. Luckily, we know how to wing it. We shifted to takeout and delivery messaging on radio, digital, and social. Cooked up a full-scale, year-round email campaign. Plus launched a clean new website (with brand attitude).

Recrafted Menu

Eat it and weep. An all-new, drool-worthy menu (digital boards, too).

Hot Website

Pizza is eternal. So is the internet.

Flying Pie website

Flying Pie pizzas

 

Flying Pie mobile phone

Flying Pie Soundbite

The OG brand played up funny lines on their marquee boards. We turned these into Flying Pie Soundbites, complete with a customer-drawn illustration only known as “shaggy soundbite dude” and even an audio soundbite to start radio spots.

 

Flying Pie soundbites

habanero doodle

 
habanero guy

 

The Local Experience

It’s pretty fly in here. Flying Pie is a whole mood. It’s about the annual tongue-burning Habanero Dare. It’s about the artwork and the merch. Soon, it’ll be about a new, monthly local-focused fundraiser we helped dream up. We know that a brand isn’t just how you look, it’s how you make people feel.

 
social media

Flying Pie habanero tshirt

 

Flying Pie habanero tshirt

Flying Pie habanero tshirt

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#onfire

Flying Pie’s brand is no longer just winging it. Back to all its full-fledged glory, the personality-filled brand continues to create a warm place in the hearts and minds of Idahoans. So why wing it when you can fly with CLM?