Canada-based Topper's Pizza Repositions Brand with Help from Greenbaum Marketing
Posted by Press Release
April 23, 2012

Topper's Pizza, a favorite amongst Canadian communities, has repositioned their 20-year-old brand with the aid of Las Vegas-based Greenbaum Marketing Communications. Months of research and on-site strategy sessions between Topper's and Greenbaum representatives resulted in the development of an updated logo, new tagline and a dynamic new platform for consumer marketplace positioning that leveraged their incredible pizza taste into the new "Amazingly Delicious" theme.

"For years, I have been trying to find a marketing agency that could convey to consumers how great our pizza is before they even try it," states Keith Toppazzini, Topper's Pizza President and COO. "Without a doubt, Greenbaum just nailed it – from the 'Amazingly Delicious' theming, to the vivid, eye-catching way our brand is presented in our new marketing materials and, ultimately, to the functionality and usability of the dynamic new consumer website the agency has constructed for us."

Greenbaum web designers and programmers implemented unique features in the building of the Topper’s Pizza consumer site, www.toppers.ca, including intuitive usability to inspire online ordering, revitalized menu sections and location microsites individually optimized for organic search. The solution includes a robust content management system (CMS), providing Topper's Franchisees secure access to their local microsites for updates and customization.

"My inspiration came from tasting Topper's Pizza and learning about the family history, company culture and the care they take in creating their incredible recipes," explains Martin Greenbaum, CFE, President and Founder of Greenbaum Marketing Communications. "The words Amazingly Delicious were born out of a thorough review of thousands of customer comments and the natural selection of two words that really couldn't say it any better. Fast-forward six months: we have launched a new consumer site for Topper’s Pizza that focuses on enhancing the customer experience - from enhanced online ordering to interactive contests and local franchisee microsites. Better yet, more people are ordering online than ever before."

Says Kelly Toppazzini, Chairman and CEO of Topper’s Pizza, "I believe that there is something special in becoming the pizza that local families love and bring home to their kitchen table. Our new brand positioning and associated marketing has never made our brand look better and has taken our brand promise to the next level. It has already opened the doors to higher unit revenues and we have great expectations for future growth."

Canada's Topper's Pizza traces its roots back to 1904, when Guiseppi Toppazzini brought his family's secret Italian bread recipe to Canada all the way from San Daniele, Italy. Four generations and many locations later, the Toppazzini legacy is still going strong with over 35 Topper's Pizza stores in Ontario. Fresh ingredients such as savory sauce crafted from hand-picked farm-fresh tomatoes, rich flavorful mozzarella cheese, the highest-quality vegetables and the finest cuts of meats are what sets Topper's Pizza apart.

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