# data[].attributes.body
Triggers - People are asking and wanting more alternative protein options due to the growing climate crisis and health benefits of eating more plant based products.
Stories: Due to the growing need for plant-based options this shows that Pizza Express is hearing the growing need and is giving it's customers a say in what they want

# data[].attributes.headline
Final Pen portrait - invested in vegan and low waste living, stays up to date with politics via social media 

# data[].attributes.subject
Final Pen portrait - invested in vegan and low waste living, stays up to date with politics via social media 

# data[].attributes.body
Name: Tina

Age: 26

Lives: Shared house in Brighton

Occupation: Works in a small independent coffee shop

Studies: Studied sociology at Manchester

Politics: Liberal

Interests: Vegan. Social activist. Likes to visit natural/ zero waste shops. Loves plants. Hates reality TV (Love Island exploits individuals), loves David Attenborough. Environmentally conscious. Has a cat called Ziggy. Wears Doc Martens. Definitely cycles, doesn’t have her license - tries to be environmentally friendly as possible.. Doesn’t shave her armpits. Loves festivals e.g. Creamfields and Glastonbury. Follows vegan and healthy living instagram profiles. Part of a debate society at Uni.

Reads and writes blogs and articles from The Guardian (??) Stays up to date with politics by using Twitter and BBC news app.

# data[].attributes.body
1. This group is unafraid to share their opinions (primarily on social media).

2. Passionate about current topics - e.g. climate change (meat industry is bad for this) - Pen Portrait.

# data[].attributes.body
Give people the opportunity to have a say what goes on Pizza Express’s Vegan and Veggie menu

Organising idea:

Promote the benefits of vegan and veggie options.

Story-telling: Come and try the vegan and vegetarian options that Pizza Express have on their menu!!!
Strategy: Create a voting system which will educate people on the benefits of vegan and veggie toppings

# data[].attributes.body
First Twitter post

Starting the consumer journey with an initial Twitter post. "We want to give our customers the opportunity to have a say in what the new vegan menu sells.This will start the conversation and get people to re-tweet and comment their suggestions for what topping they want to see on the menu. Asking for people to be as creative and adventurous as they can. We have mocked up some suggested comments for example.

influencer tweet: ‘@Plantpoweredstudent: LOVE THIS IDEA @PizzaExpress. Watermelon and vegan feta would be delish! #WorldWarP #PizzaExpress’Second Twitter post

After people have commented on the toppings they want to see, Pizza Express will refine their favourites/ the ones with the most engagement into the top seven. These will be posted onto Twitter to get people to start interacting and choosing their favourites. We have chosen to use the toppings: Pineapple, leek, broccoli, avocado, sweet potato, watermelon, carrot. Announce that we will have a weekly livestream with details to come.

Posters

Posters will be released throughout all Pizza Express restaurants to create more engagement with the voting campaign. This will depict the 7 toppings asking people to pick their favourite.

Weekly instagram posts.

Each week one of the seven toppings will be discussed through instagram posts and stories with insights and jokes into what people think of the topping. For example, broccoli week will engage in how many people think broccoli on pizza is a good idea - election style campaign, ‘I think you should vote for broccoli because…’ This will allow people to share the hashtag, for example, #pIneapplecheesePEX

. Weekly live stream

After each week of conversation around each topping there will also be a weekly live stream in the form of a news broadcast. This will talk about the health benefits of eating veggie/ vegan options and commenting on the twitter and instagram discussions from the week. Polls, interviews, questions answered. Viewers are asked to comment and interact with the live stream, inviting them to share their opinions on their own social media. Also inviting influencers to take part in interviews and discussions on their opinions through their own social media platforms. Also influencers will be invited onto the live stream to discuss their opinions and insights.

Special pizza

As well as the social neda discussion, each topping will be put on the menu as a ‘special’ which will invite people into restaurants to try the new topping and discuss whether they think it should be added or not. Hashtags will allow people to share their experience online to generate more buzz.

The vote

Finally after seven weeks of discussion, a live vote will take place on the Pizza express website with a link posted on all their social media platforms. A live results page will allow people to keep up to date with the votes as they are being counted in. By adding your email address to the voting register, each participant will receive a free dough balls voucher. The winning topping will be added to the new vegan menu.

Announcing the winner

The winning topping will be added to the new vegan menu after customers have voted.

World War P again

# data[].attributes.body
Winning topping will be added to Pizza Express's new veggie menu

# data[].attributes.headline
After the event - tweet to bring back World War P

# data[].attributes.subject
After the event - tweet to bring back World War P

# data[].attributes.headline
Mock up of Live poll that would go on websiteas the votes are being counted

# data[].attributes.subject
Mock up of Live poll that would go on websiteas the votes are being counted

# data[].attributes.headline
Posters to get people to try the 'topping of the week' instore. 

# data[].attributes.subject
Posters to get people to try the 'topping of the week' instore. 

# data[].attributes.body
Posters can go up on PEX's social media and also in restaurants.

# data[].attributes.headline
'Foodie' vegan and veggie influencers paid to get involved with the campaign and add their own suggestions

# data[].attributes.subject
'Foodie' vegan and veggie influencers paid to get involved with the campaign and add their own suggestions

# data[].attributes.headline
POSTERS TO BE PUT UP IN RESTAURANTS when all 7 toppings have been decided

# data[].attributes.subject
POSTERS TO BE PUT UP IN RESTAURANTS when all 7 toppings have been decided

# data[].attributes.headline
Tweet announcing we will be doing a livestream every week.

# data[].attributes.subject
Tweet announcing we will be doing a livestream every week.

# data[].attributes.body
Tweet will the different 'teams' and their hashtags, the link for the livestream, as well as PEX's existing social media pages

# data[].attributes.body
Content that would be created for each livestream:

- Health benefits of eating more veggie/vegan options (environment and health benefits)
-Specific health benefits of e.g. Pineapple
-How many people voted for this flavour combo: people's comments (positive and negative) on twitter/instagram
-Chefs and/or influencers making Pizza with e.g. Pineapple live in the studio with a 'step by step' guide. Reactions and tasting

# data[].attributes.attachment_caption
All these influencers are vegan or veggie and range from 6k-105k in followers 

# data[].attributes.headline
Tweets from Influencers - these influencers would be paid to interact with the campaign: posting what they would like to see as a new option on the menu and encourage their followings to do the same

# data[].attributes.subject
Tweets from Influencers - these influencers would be paid to interact with the campaign: posting what they would like to see as a new option on the menu and encourage their followings to do the same

# data[].attributes.body
@artrawpaulina:
https://www.instagram.com/artrawpaulina/?hl=en
@Plantpoweredstudent: https://www.instagram.com/plant_powered_student/?hl=en
@shishodelicious:
https://www.instagram.com/shisodelicious/?hl=en

# data[].attributes.body
Posts can also have links to articles about health benefits of each veggie option/the benefits of eating more veggie options/how the UK is opting towards more veggie alternatives

# data[].attributes.body
1. Pizza express posts on Instagram with initial information about the coming vote. "We want to give our customers the opportunity to have a say in what the new vegan menu sells"
2. posters in the restaurant also introduces the vote.
3. Influencers are asked to get involved.
Influencers newspaper (The Tab)

4. Pizza express posts a new topping each week (7 total) asking people to choose whether they would be against that topping or not - Pineapple, broccoli, avocado, sweet potato, watermelon, carrot.
5. At the end of each week, there will be a live stream on social media/ or website which creates a platform for the audience to get involved - polls, interviews, questions answered. Viewers are asked to comment and interact with the live stream, inviting them to share their opinions on their own social media.
6. At the end of each live stream, the video will be posted on YouTube for more viewers to see.
7. Each new topping will be introduced as a 'special' on the pizza express menu for one week until all 6 toppings have been introduced.
8. At the end of the 7 weeks the votes will be tallied and the winner will be announced across all social media. Each voter will be given a free dough balls voucher. The winning topping will be added to the new vegan menu.

# data[].attributes.body
Paid: To generate hype around the campaign we will pay influencers to talk about the new toppings on their social media channels; additionally, asking them to get involved with the live streams- interview, discussions.

Earned: Pizza Express's Instagram account will be take  over by the campaign to decide which new vegan toppings will be bought to the vegan menu. Posts will include initial information about the up-and-coming competition - providing details on what will be happening and how people can get involved. After the event has communicated, each week there will be a new pizza topping introduced with a live stream at the end of the week which will allow people to comment/ argue and share their opinions on whether they like the topping. Each live stream will be posted on the Pizza Express YouTube page to reach more people.

Earned: We want to generate as much hype and interaction to each new suggested topping. Throughout the competition we will encourage people to share/ re-post and comment on the posts and stories. Encouraging a light-hearted rivalry between each of the toppings. We realise there is already a harsh controversey around some of the suggested toppings so we hope people will want to voice their opinions.

# data[].attributes.body
Promote the new vegan and veggie options available

# data[].attributes.body
Come and try the vegan and vegetarian options that Pizza Express have on their menu!!!

# data[].attributes.body
Avocado and tomato pizza
Sweet potato and kale pizza
pineapple and cheese pizza
cauliflower cheese pizza
broccoli and cheese pizza
cheese and leek pizza

# data[].attributes.body
OBJECTIVE: Promote new vegan and veggie options

Beginning: Consideration - have two different options for the vegan menu.

Liked that there would be options to vote again.

# data[].attributes.body
Watch Joe Lycett's Got your back
Clarify your objective - do you want to use this campaign to leverage and promote the new vegan and veggie options
Redact your ideas so that your objective is more clear - make sure every element of your campaign is focused on promoting the alternative proteins options at  PEX.
What are the objectives of each party leader - is pro pineapple for not just pineapple but all veggie options? More experimental with potential flavours? What else could go on pizzas in terms of veggie options? Is anti-pineapple promoting that there are enough veggie options already and we don't need pineapple

What to do next -
Clarify objective
Make sure every element of campaign holds up against objective: Use this campaign to promote alternative protein options
Decide on influencers
Create tweet mock up by brands/instagram accounts
Draw up what the party leaders will look like
Clarify where the original ad will be - TV - does your TM watch TV?
Come up with headlines for the campaign that you want to see

# data[].attributes.body
Hawaiian hatred

From its humble Canadian beginnings, the combination spread across North America, and ultimately the world - but despite its global appeal, pineapple pizza has remained controversial.

A 2017 YouGov poll found that 82% of people surveyed liked pineapple, but only 53% liked the fruit on their pizza. 12% of people said they disliked it on pizza a little bit while 29% said they hated the idea.

# data[].attributes.attachment_link.title
Who invented pineapple on pizza and where did it originate from? - BBC Bitesize

# data[].attributes.attachment_link.description
Discover where the famous Hawaiian pizza (pineapple on pizza) originated from and learn about who invented the pizza that divides the world!

# data[].attributes.body
https://www.google.com/search?q=weetabix+baked+beans&sxsrf=AOaemvJmAeKFdc50SjE1hZ8zr6v2wqnziw:1634565535683&source=lnms&tbm=isch&sa=X&ved=2ahUKEwjh4_aQj9TzAhVVQkEAHSRdCvoQ_AUoAnoECAEQBA&biw=1280&bih=609&dpr=1.5#imgrc=qTymLDCuXoFgPM

# data[].attributes.body
S- Social Currency: People will be inclined to share the content to make them look good. The debate is already somewhat established but we want to bring the argument to a close by giving people to opportunity to vote and share on social media.
T- Triggers: We want this debate to stir controversy between people who like pineapple on pizza and those who don't. By asking people to pick a side they are inviting themselves into the discussion. The conversation will be communicated through sharing hashtags and images online that support either side they are on.
P-Public: The intent for this campaign is to reach as many people as we can. The more people who share and engage in the pineapple debate, the more the brand will become visible to audiences.

# data[].attributes.body
- Instagram pun posts
- Mascot for both parties that can be the profile pic for the accounts
- Live streams: Story board/ go and film in front of Pizza express
- Rally/Picket signs
- Twitter rivalry posts
- Blogs
- TV ad- Story board

# data[].attributes.body
https://www.marketingsociety.com/the-gym/emergency-guide-writing-protest-signs

# data[].attributes.attachment_link.readable_text
No one needs a guide to writing protest signs. The whole point is that they're a (literally) crowd-sourced tradition that springs from raw political feeling distilled into urgent slogans that often prove surprisingly enduring.

'Make Love Not War' started life on placards and badges in the 1960s and was voted one of Creative Review's all-time top 20 slogans.

'I am a man' has roots going back to 1787.

Neither was written as a result of someone reading a guide to slogan writing.

But protest has taken on a performative aspect in recent years - it's as much about the tweeted picture as it is about the protest. And the placard is the focal point - probably the most shared aspect of any demonstration.

You can see this as a loss of innocence, subsuming selfless political protest into the self-regarding rituals of social media. Or you can embrace it as an extension of a folk tradition - the throngs on the streets meeting the throngs online, and both drawing power from each other. The dynamic works both ways - 'Black Lives Matter' started out as a hashtag before moving onto the streets.

One thing that hasn't changed is the messy folk aspect of slogan writing. It's hard to trace the provenance of most slogans - the people and signs pictured in this article are mostly not the 'originals'. That's as it should be - slogans are meant to be shared, and the collective act of protest demands a common resource of words. But that pool needs constant refreshing. So if you're heading to a protest and looking for a line, here are some places to start.

1. Don't use 'Love Trumps Hate'

Officially endorsed slogans are seldom the way to go. This one overlaid the target's name (Trump) onto the positive verb in the sentence (conquers) in a way that makes your head hurt.

2. Parody the form

Take an existing slogan and repurpose it. 'We shall overcome' becomes 'We shall overcomb'. 'Your country needs you' becomes 'Your country needs EU'. 'Hope' becomes 'Grope'. Or the age-old protest chant becomes 'What do we want? Evidence-based science. When do we want it? After peer review.'

Rhyme is a sneaky way to tie an allegation to a name. Margaret Thatcher reportedly hated the 'milk snatcher' label and Theresa May will be cursing the fact that her name rhymes with 'appeaser'.

Puns have to be deployed with care, but the Women's March produced 'Electile dysfunction' and 'My favourite position is CEO', among many others. Going back to the miners' strike, it's hard to beat 'If Maggie gets up your nose, picket'.

You can quote the enemy's language mockingly back at them - 'Sad!', 'Bigly feminist!'. Or you can take an accusation, embrace it and retool it: 'Damn right we're snowflakes. Winter is coming.'

The performative aspect of protest has led to an outbreak of irony and meta-ness. 'Not usually a sign guy but geez' was an example from last year. The British have embraced this approach with 'Not usually my thing marching but honestly', 'I'm so angry I made a sign' and 'So bad even introverts are here'. But take care - get too meta and you start to seem detached. One variation is 'I am too worried to be funny', which manages to be both meta, and a critique of the other meta people.

7. Swear

'Fuck the fucking fuckers' will always work, as will 'Get fucked Wotsit Hitler' (NB: These may draw disapproving looks from parents at daytime rallies.) Swearing doesn't necessarily mean a lack of sophistication. 'Unfuck Greece' was a two-word line that encapsulated a political argument - that the situation was an act of wilful economic aggression that could wilfully be undone, and was allowed to happen because of a general prejudice that had to be challenged. It was a great slogan.

These are less likely to be quoted in 50 years time, but they signal a shared set of cultural reference points. See 'Orange is not the new black' and 'He's got 65,844,944 problems and this bitch is one'. Referencing memes also works - as in 'This is my resisting bitch face'.

There's a whole sub-genre of these: 'Super Callous Fascist Racist Extra Braggadocious' /' Super Callous Fragile Racist Sexist Nazi Potus' etc. Be aware this has probably passed its tipping point. Try 'Trumpty Dumpty' instead.

There's mileage in breaking out of the mass audience dynamic to address one person - aka the 'Hello mum' approach. 'Melania, blink twice if you need help' was a good example in the women's march.

Some slogans draw their power from the person holding the placard. If there's a child in the picture, they can say something disarmingly simple - 'I like everyone', or 'Be kind'. Or they can scribble a picture with no message - an unintentionally sophisticated comment on the semiotics of protest as pure self-expression.

12. Be an old person

At the other end of the age range, you can play the 'wouldn't expect Grandma to say that!' angle. See 'I can't believe I still have to protest this shit' and 'Now you've pissed off Grandma'.

A dog opens up a canine dimension to slogan-writing. Recent highlights include 'Even I understand no means no'. And 'Bitches against fascism'.

There's an avant-garde movement in placard writing that looks beyond slogans. The Tahrir Square protests in 2011 included a flowchart translating as 'Civil disobedience -> Mubarak leaves -> No (loop back) / Yes -> Parliament dissolved -> Constitutional reform'. There will be more of this.

15. Push the form - pure visual

There's also the purely visual approach, which has the advantage of crossing language barriers. Ian McKellen holding up Patrick Stewart in meme mode was a nice moment.

A placard doesn't have to be a placard. 'When they go low we go high' (a good officially-endorsed slogan) works well on a balloon. A brave man made a 'This is the last straw' pun using a giant straw. You can also use the people around you as props - as in the many 'I'm with her' signs.

17. Push the form - long copy

This could be the next trend. In 2013, an anti-Murdoch protestor carried a sign with about 400 words on it. It seems odd, but now that signs are routinely captured on social media, everyone has the time to read long copy. It's the equivalent of Twitter - a short-form medium now being used for extended threads.

18. Push the form - technology

You can also be the visionary who explores new technologies. On a basic level, you can bring a wipeboard instead of a sign - a commentary on protest as a daily ritual. More imaginatively, we may soon see a drone-only protest. If Uber can do a (legally dubious) advertising stunt using drones hovering above stationery traffic, maybe we'll have placard-carrying drones marching down Whitehall. And they'll probably write their own slogans.

There's nothing wrong with 'Refugees welcome' and a lot right with it.

20. Use someone else's

Originality is not a requirement in a slogan - people can and should work together. In that spirit, and so that this article isn't seen purely as a detached, ironic commentary in these times of direct action, I'd like to end by joining in. If you're reading this, go fuck yourself Wotsit Hitler.
Nick Asbury is a writer for branding and design and one-half of creative partnership, Asbury & Asbury. He tweets via @asburyandasbury This piece first appeared here.

# data[].attributes.attachment_link.title
An emergency guide to writing protest signs

# data[].attributes.attachment_link.description
'Make Love Not War' started life on placards and badges in the 1960s and was voted one of Creative Review's all-time top 20 slogans. 'I am a man' has roots going back to 1787. Neither was written as a result of someone reading a guide to slogan writing.

# data[].attributes.body
PEX's current social media shows that their current campaigns focus on veggie and vegan pizzas.
They also have 35000+ likes, showing that their have a wide spread following already which can help the new social media accounts for the candidates become noticed and subsequently followed/engaged with.

# data[].attributes.body
- What happened to the pineapple that was rejected? It was crushed.
- don’t you want to make a pineapple angry? They are quick to pineapple punch.
- What is a sexy pineapple called? A fine-apple.
- What does the salad say to the pineapple upon meeting it? Lettuce be friends.
- Do you know why if I was a pizza topping I would be pineapple? Because everyone doubts me.
- What are pineapple puns called? Punapple.
- What is the biggest joke about pineapple? That it goes on pizza.
- Pineapples going on pizza is definitely a very hot tropic to talk about.
- Pineapple on pizza is like driving on the wrong side of the road. It tastes good but something is not right.
- Pete’s sake → Pizzake: As in “For pizzake!"
- People who have pineapple on pizza arent crust-worthy!
- “Only on a knead-to-know basis.”
- “What are you doughing right now?”

# data[].attributes.body
3 pieces of media:

A TV advert paid for by Pizza Express (which would then be adapted for pre-roll and social ads) specifically promoting the 'launch' of a pineapple pizza, as part of their intiative to bring more veggie/vegan items to their menu. The ad halfway through becomes static - a hacker 'hacks' into the ad saying that pineapple on pizza is a disgrace and should not be allowed.
Pay influencers and  food blogs to talk about whether they are for or against pineapple on pizza and the hacking 'scandal'. Get other companies and brands to way in about a pineapple pizza scandal - are they for or against? (See Weetabix and baked beans tweets)

1. Youtube shorts with presidential candidates - propaganda: ridiculous reasons to vote for and against pineapple on pizza.

2. Trump-esque in executions of campaign leaders. Very childish, arguments are silly.

2. How it works over owned media

A week after the initial release of the TV ad Pizza Express' pre-existing facebook and twitter accounts address the scandal - say they will give the people a vote and will elect two party leaders to represent the for pineapple pizza and against pineapple pizza parties. (FPPP and APPP).

Introduce the party leaders on Pizza Express's pre-existing social media accounts with links to youtube videos of the candidates and their propaganda/manifestos.

Subsequent youtube videos are released by each party candidate. These can be made into snapchat ads and instagram ads between stories. Individual Instagram accounts, facebook and twitter accounts run by each party leader are announced and post daily content about pineapples - puns, facts, trash talk about other candidate. All contain a hashtag which can be shared.

Pizza Express' pre-existing accounts share daily updates from each candidate, reminding/persuading people who like Pizza Express but have not become involved in this particular campaign yet to take part/sides. These accounts can be used to also release the date voting opens and the closing date. Also announce a 'live debate' will take place outside of the first Pizza Express in Soho, Wardour Street. A specific date will follow and the announcement that a live stream will take place of the debate on Facebook, Twitter, instagrams accounts. Live streams can also take place on the campaign leaders social media accounts with commentary on how well the candidate is doing. Audience can comment along

Rally descends into a doughball fight between candidate - people can view this on the livestream or share it to their social media accounts as it happens. Pizza express can then share videos that they are tagged in.

3. What earned media are you expecting

People have to go to Pizza Express to vote - customers are given voting cards which they cast in ballot boxes upon exit. You can also vote online by going to PEX website, enter your email address and cast vote. EVERYONE WHO VOTES IS GIVEN VOUCHER FOR FREE DOUGHBALLS if they vote and share. Filters for profile pictures can be made to say that they voted for or against pineapple.

When votes are counted: livestream as votes are counted and come in - live tally and polls.

If Pineapple pizza wins - everyone who voted pineapple pizza will get a free pizza voucher and pineapple pizza will be bought to the menu.

If No Pineapple pizza wins - vow to never have pineapple on the menu and get a free pizza voucher.

Things that the no pineapple pizza could win as well as a voucher:

A formal apology is issued by Pizza Express.

A dunk tank for the mascot

# data[].attributes.body
Points discussed:
- Consider your lead generation. Could it be the doughball fights and live streamed election videos are turned into shorts and posted on YouTube?
-Pick either getting people to vote instore or online - and what do they get if you vote? Free doughballs. How do they vote? Like the charity coin boxes at supermarkets

3 pieces of media:
1. How does the campaign kick off
2. How it works over owned media
3. What earned media are you expecting

Draw up what the voting boxes would look like instore

Storyboard for videos of election video/smear campaign videos

WHAT DO YOU WANT PEOPLE TO DO AFTER THEY WATCH THESE VIDEOS?? VOTE...AND THEN WHAT?

# data[].attributes.body
Rallies can take a lot of time and resources, so it’s important to think through the outcomes that you want to achieve and make sure that they align with your overall campaign plan. Rallies are a great way to:

Introduce your campaign to the public, and convert undecided voters into supporters.

Energize and encourage your supporters, converting them to regular volunteers for your campaign.

Get press coverage of your campaign, increasing your name recognition and communicating your message to a broader audience.

The Location: When planning the location of our rally, we want to consider its accessibility to the supporters and the amount of people we would want to attend - we want the event to look full of supporters to generate press.
The Sound: The live streams will need to include background sound of people speaking and voicing their opinions. Potentially have music???
The Speeches: There would be two speakers that will 'fight' against each other. Both will exaggerate and use comedy to persuade people to either be for or against pineapple on pizza.
Advertisement: Leading up to the rally, we want to invite as many people into this disucussion. Print flyers and social platforms will be used to spread the word. - Newspaper, radio??? - people can sign up for alerts on the campaign.
Voting: Ballot boxes in the Pizza Express restaurants or through social media.

# data[].attributes.body
Pizza Express opened their very first Vegan Pizza Express 21/09/21. This shows that our idea is extremely relevant to what PEX is doing right now, and that getting people interested in new vegetarian and vegan menu items is at the forefront of what the company is wanting to do.
'we’re predicting a frenzy now we’ve opened the first “VEGAN PIZZAEXPRESS”.

Yes, you read that right. We’re turning up the heat (without the meat) for a vegan takeover in the capital. Complete with a fresh new look, Vegan PizzaExpress in Aldwych on The Strand is open now, exclusively serving plant-based goodness so pizza lovers can tuck into even more vegan flavours this Autumn.

The opening is in celebration of our brand-new menu, launching Tuesday 21 September, which sees the biggest ever number of new vegan additions, including exclusive new vegan versions of the most famous PizzaExpress favourites.'

# data[].attributes.attachment_link.readable_text
Vegans went wild for the Vegan Giardiniera in 2017 and couldn't get enough of the Sloppy Vegan this summer... so we're predicting a frenzy now we've opened the first "VEGAN PIZZAEXPRESS".

Yes, you read that right. We're turning up the heat (without the meat) for a vegan takeover in the capital. Complete with a fresh new look, Vegan PizzaExpress in Aldwych on The Strand is open now, exclusively serving plant-based goodness so pizza lovers can tuck into even more vegan flavours this Autumn.

The opening is in celebration of our brand-new menu, launching Tuesday 21 September, which sees the biggest ever number of new vegan additions, including exclusive new vegan versions of the most famous PizzaExpress favourites.

We've been working with Jack and Bry for just over a year, tirelessly perfecting and developing an exclusive vegan Pepperoni. Now FIVE classic pizza recipes are being introduced in vegan form. Which one will you try first!?

American Jack - Smoky jackfruit 'pepperoni' and tomato with our signature vegan mozzarella alternative.

Vegan American Hot - Turn up the heat with smoky jackfruit 'pepperoni', tomato and vegan mozzarella alternative, with your choice of hot green, hot & sweet chilli or jalapeno peppers.

Vegan Diavolo - Smoky jackfruit 'pepperoni', Quorn pieces, Tabasco, smoky chilli, garlic oil, fennel seeds, tomato, green peppers and onions with vegan mozzarella alternative and your choice of hot green, hot & sweet chilli or jalapeno peppers give this pizza some serious attitude.

Vegan Ad Astra - Quorn with sweet red peppers, Cajun spice, red onion, tomato, garlic oil and vegan mozzarella alternative.

Vegan Forza - Big on flavour and full of colour, smoky chilli Quorn with mixed peppers, tomato, hot & sweet chilli peppers, garlic oil, vegan mozzarella alternative, chilli oil and parsley, this delivers.

Whether your fully vegan, flexi or just fancy trying it, we're are making things a whole lot tastier!
Jane Treasure, Food & Beverage Director at PizzaExpress, said:
"The launch of our Sloppy Vegan - the vegan version of our popular Sloppy Giuseppe - this summer was just a taste of what was to come. Sloppy Vegan was a huge hit with customers, and it goes without saying that we're incredibly excited to launch even more vegan versions of classic PizzaExpress recipes across the UK this Autumn.

"Every single one of our new vegan pizzas stays true to the unique flavours of the original versions. It took just over a year to develop an exclusive new Vegan Pepperoni ingredient with our partners Jack & Bry, working tirelessly with our tasting panels to perfect them - so our customers can enjoy the same mouth-watering flavour profiles as the originals, without any animal products."
Shadi Halliwell, Chief Customer Officer at PizzaExpress, added:
"Our new vegan menu is so wide ranging and delicious that it deserves a pizzeria of its own - so that's exactly what we did. "Vegan PizzaExpress" is our first restaurant that will serve our vegan menu exclusively and is a true showcase of these authentic flavours that we've been perfecting since 1965. We're thrilled to finally open the doors and can't wait to welcome everyone from across London and beyond as they come to enjoy our wonderful new vegan menu."

# data[].attributes.attachment_link.title
Vegan PizzaExpress - Aldwych | PizzaExpress

# data[].attributes.attachment_link.description
Vegans went wild for the Vegan Giardiniera in 2017 and couldn't get enough of the Sloppy Vegan this summer... so we're predicting a frenzy now we've opened the first "VEGAN PIZZAEXPRESS". Yes, you read that right. We're turning up the heat (without the meat) for a vegan takeover in the capital.

# data[].attributes.body
How will the audience find out about the campaign?

Social media - the leaders are elected and would create campaign videos which would be added on social media platforms. Twitter accounts, instagram accounts  could be created for each party, new information about why pineapple is good and why it is bad could be released daily.

# data[].attributes.attachment_link.readable_text
Our campaigns are guided by a comprehensive strategic framework with a clear vision at its center, and the strategy informs every decision and action.

While we seek to be creative in everything we do, it's never at the expense of strategy.

# data[].attributes.attachment_link.title
RALLY Campaigns - Political Strategy and Media

# data[].attributes.attachment_link.description
Our campaigns are guided by a comprehensive strategic framework with a clear vision at its center, and the strategy informs every decision and action. While we seek to be creative in everything we do, it's never at the expense of strategy.

# data[].attributes.body
"Around the world, we are seeing children and youth engage as social, political, and economic actors, demonstrating their capacity to help make social change," said Taft, an associate professor of Latin American and Latino Studies at UC Santa Cruz. "Adults make a lot of assumptions about children and what they're capable of, and those assumptions are often quite false."

# data[].attributes.attachment_link.readable_text
Greta and Malala get the headlines, but for every young leader pictured on a magazine cover, thousands more are working tirelessly for causes like climate justice, racial and gender equality, LGBTQ rights, and economic change.

That's the message from Jessica Taft, a leading scholar on youth activism who says today's young leaders are building on the legacy of their predecessors who helped desegregate the South, reformed education in Chile, and won rights for working youth in Bolivia.

"Around the world, we are seeing children and youth engage as social, political, and economic actors, demonstrating their capacity to help make social change," said Taft, an associate professor of Latin American and Latino Studies at UC Santa Cruz. "Adults make a lot of assumptions about children and what they're capable of, and those assumptions are often quite false."

Taft, the author of Rebel Girls and the new book The Kids Are in Charge: Activism and Power in Peru's Movement of Working Children, spoke days before the Sept. 20 global, youth-led climate strike. She has spent more than a decade studying children's rights and intergenerational activism.

"Youth, given the opportunity to work alongside adults who are willing to manage their own power, can lead activist communities and organizations," she said. "To not include them is anti-democratic. They deserve to be listened to, to be seen as collaborators and treated as equals."

Recent decades have seen children and youth invited to participate in civic and political activities through schools and municipal children's councils, said Taft. But participating in adult-driven institutions is distinct from what has been unfolding in Peru for 40 years. As Taft details in The Kids Are in Charge, Peru is home to a "horizontal," child-led movement of about 10,000 young people ages 8-16.

The Movement of Working Children is focused on recognizing children as social, political, and economic contributors who deserve respect, dignity, and inclusion. "The goal is to build children's leadership and participation in social movements," said Taft, clarifying that it's not only about children's work. "This organization provides on-the-ground support for kids to develop their capacity to address issues in their communities."

Children and youth have organized around the need for safe play spaces, like public parks, and for recognition of children's contributions to family enterprises, such as farms, market stalls, and helping with child care and cooking, said Taft. "The reality is children do meaningful work, much of it in safe and dignified conditions, and the image of the child worker needs to be more expansive," she said.

Other issues include reproductive health rights, climate and environmental issues, and building a gender-inclusive curriculum for schools. The youngest participants are about 8 years old, while regional leaders typically emerge at about 12 years old; national leaders are usually about 14, said Taft.

"I've seen 12-year-olds facilitate meetings better than 35-year-olds," she said. "We need to decouple experience and age. Sometimes the youngest kids get listened to the most."

By contrast, children in the United States don't see themselves as having rights, said Taft, who attributes that in part to what she calls "social amnesia" that has wiped away the memory of the youth who led the Greensboro lunch counter sit-ins, the 1968 East L.A. walkouts, and the undocumented youth movement that led to the creation of DACA.

"Developmental psychologists tell us that how people develop depends on the social, cultural, and political contexts of where they're developing," she said. "The exclusion of children from political engagement isn't inevitable. It's a product of cultural assumptions about childhood and adulthood."

The United States remains the only eligible country that has failed to ratify the United Nations Convention on the Rights of the Child, which marks its 30th anniversary in November, noted Taft. "The Convention has given children in other countries the ability to make demands on their schools and their governments," said Taft. "Here, we talk about children as objects of protection rather than people with rights."

However, youth in the United States are organizing around causes they believe in, including high-profile efforts like the Sept. 20 international climate strike, the campaign for gun control being led by survivors of the Parkland high school shooting, and a campaign to lower the voting age to 16 in San Francisco. These youth leaders are pushing back on the arbitrary quality of age-based criteria for political involvement, said Taft.

"There is a stubborn resistance to treating young people's political activism as normal, but the truth is that it's neither extraordinary nor exceptional," she said. "Children and youth are not on the sidelines. They are protagonists in the fight for their rights and their well being."

# data[].attributes.attachment_link.title
Youth activism is on the rise around the globe, and adults should pay attention, says author

# data[].attributes.attachment_link.description
Greta and Malala get the headlines, but Jessica Taft says that for every young leader pictured on a magazine cover, thousands more are working tirelessly for causes like climate justice, racial and gender equality, LGBTQ rights, and economic change.

# data[].attributes.body
We believe that creating a campaign about pineapple pizza becoming part of the PEX menu would stand out due to the fact that all of PEX's immediate competition already make Hawaiian pizzas

https://www.papajohns.co.uk/stores/paignton/pizzas.aspxhttps://www.dominos.co.uk/menu/pizza?id=26&skuId=62#lsnm=menu+pizza&lspos=19
https://www.pizzahut.co.uk/order/deal/?dealId=big-deal&choiceId=1&optionIndex=0&kind=hawaiian&modal=hawaiian-thin-large&type=pizza

# data[].attributes.attachment_link.title
Pizza Delivery | Order Quality Pizza Online With Papa John's

# data[].attributes.attachment_link.description
View the Papa John's pizza menu for the Paignton store. Choose a mouth watering meaty, spicy or vegetarian pizza. Delivery or takeaway & order online!

# data[].attributes.body
Example:
Nike
Tag line - 'just do it'
Organising idea - 'To bring inspiration and innovation to every athlete in the world'

# data[].attributes.attachment_link.title
Second 2020 Presidential Debate between Donald Trump and Joe Biden

# data[].attributes.attachment_caption
Live debate between Biden and Trump in 2020 US election

# data[].attributes.body
After deciding a fake political debate was a better avenue to explore than a protest we began thinking how we would incorporate a livestream and how people could engage with the 'campaigns'. This quickly took the form of streaming a live debate - like those used in the US elections. This could be streamed on Instagram live, facebook live with the two 'party leaders' debating. Our target market could watch, comment along, pose questions to be asked during the debate, giving this an interactive aspect for our audience.

This would probably only work as a one off, as the novelty of a debate may begin to dissipate if it was a weekly or monthly occurance. However, campaign videos could be made by the separate party leaders, which could be posted as live streams on social media platforms a week or so before the 'debate'. The audience could comment, share, like/dislike, so they were still engaging with the campaign without it losing momentum.

# data[].attributes.body
After discussing with Joel our original plan to stage protests where people could get involved, the point was raised that protests are very difficult to control and may not create the best image for the Brand. Therefore we looked at our chosen tribe again. With this being written in 2014 it mentioned the upcoming General Election. This gave us the idea of staging more of a debate (a political campaign of sorts) where people can take sides on whether they are pro pineapple on Pizza or against. This would still polarise our Target Market without edging into a campaign which could become unmanageable and damaging to the Pizza Express image.

# data[].attributes.body
Name: Tina

Age: 26
Lives: Shared house in Brighton

Occupation: Works in a small independent coffee shop

Studies: Studied sociology at Manchester
Politics: Liberal

Interests: Vegan. Social activist. Likes to visit natural/ zero waste shops. Plants. Hates reality TV (Love Island exploits individuals), loves David Attenborough. Environmentally conscious. Has a cat called Ziggy. Wears Doc Martin’s. Definitely cycles, doesn’t have her license. Doesn’t shave her armpits. Loves festivals e.g. Creamfields and Glastonbury.

Influencers she follows

Social Media platforms she uses

# data[].attributes.body
- Inspire people to try the range of authentic Italian pizzas at Pizza Express
- people understand more about Pizza Express’s options
- To get people to come try the new pizza range by activating against Pineapple pizza. Creating a protest around this topping to draw people’s attention to pizza express.
- Creating a democracy - having an election pro/against pineapple - let the audience decide

# data[].attributes.body
PAID: Create a poster of a new pizza express ‘pineapple’ pizza - have an influencer leak it - specifically food, vegan influencers - to create hype around this new information. Posters can be scattered around asking people to take the vote for or against pineapple on pizza.
Actors to act as the rival party leaders
Stages for the rallies

OWNED: Pizza express accounts share this information - create posts on instagram. Pretend that the instagram has been hacked (e.g. like anonymous) and say that this pizza cannot go ahead and protests must be made. Maybe say how there are so many other vegan and veggie pizzas and a pineapple pizza is not acceptable.

Pizza express ‘regains’ control of their social media account after the first protest and tries to set up a counter protest - all take place outside of popular pizza expresses in big cities - London, Manchester, Birmingham etc.

Create a rivalry between the two groups, pro and against pineapple on pizza. This can be created through polls/ posts on social media to get the audience to pick a side. Once the followers has been generated, competitions and democracy campaigns take place to see which side wins. If the pro pineapple wins then Pizza Express will add a Hawaiian Pizza to their menu.

EARNED - people are intrigued by the ‘hacking scandals’, share, post, create polls, discuss the pineapple pizza and the ‘hacking scandal’. Photos of people protesting could be shared on social media that don’t have live streaming services e.g. twitter?? Snapchat ads, content could be used for pre-roll ads on youtube. Use the fact Pizza Express is the only one in its competition to not do any kind of pineapple on pizza (Like Wendy’s breaking fridges in Fortnite).

# data[].attributes.body
Activists are a major new player in the Leading Edge – on the front line at protests and driving the politicisation of UK Youth.

Activists are passionate about inequality and social change, so are taking to the streets and social media to protest, campaign, squat and sit-in. Especially relevant in 2015 with the General Election looming, Activists are aspirational across the map and admired for their passion and dedication to the cause – be that racial equality, housing, feminism, the environment.

# data[].attributes.body
You must include:

A pen portrait of your target audience (can be presented as a single slide with image and bullet points)

Examples of how your idea would be shared in your chosen tribal group.

A live stream!

What will your campaign look like? Map out your paid, owned, earned.

What form will your live stream take? Is it one off? Is monthly? Weekly?

How will you audience find out about the livestream?