The Norwegian pizza chain Peppes Pizza wanted an idea that would make them win the take-away market without competing on price. The target group was boys and young men between 15-25.

We decided to narrow this down to the ones who enjoy playing videogames, as they are big consumers of take-away food. We created Pep the pizza delivery guy, a downloadable moving entity for Minecraft. When players meet Pep they’re given various benefits to help them progress in the game, as well as discount on pizza. 

The campaign leads up to a competition at The Gathering, Norway’s largest annual gaming event, where the task is to build a Peppes Pizza restaurant inside of Minecraft. Players can then order pizza and have it delivered to them in real life.