California Pizza Kitchen Revamps Agency Roster to Fuel Next Phase of Growth

Barchart · 10/16 07:45

Following a competitive review and formal pitch process, California Pizza Kitchen (CPK), the iconic restaurant brand renowned for bold, innovative flavors with a California point of view, today announced the completion of an integrated agency team led by brand, creative and social agency of record, Iris. Additional agency partners include Blue Engine for public relations, Acadia for performance media and Push for special projects and brand extensions.

CPK’s newly appointed Chief Marketing Officer Dawn Keller has tasked the new agency partners with doubling down on creativity, culture and craveability in all consumer-facing communications. With a nearly 40-year history and restaurants across nine countries and 27 states, CPK is positioning itself for a new era of growth. Keller is charged with rejuvenating the beloved global brand and building a world-class team to drive major gains in traffic, sales and customer lifetime value through brand and digital marketing strategies, as well as culinary innovation.

“This is the strongest agency team ever assembled at CPK, and our revitalized brand strategy is but one of several marketing levers we have activated to grow our business,” said Keller. “As we approach the major milestone of our 40th anniversary next year, we are reigniting the love, nostalgia and preference that so many consumers already have for our brand. Our partners at Iris and Blue Engine, along with Acadia and Push, share our vision and drive to put CPK in the middle of culture and conversation. From our recent viral sensation on TikTok to our latest brand collaborations, we are bringing the buzz-factor back to CPK and driving loyalty, traffic and sales.”

Iris will lead all brand, creative and social work for the casual dining brand, marking the first time an agency has been awarded all three functions for CPK. Known for its laser focus on driving consumer engagement through brand, social and digital strategies, Iris will take a cultural and consumer-forward approach to all marketing efforts, through a refreshed brand voice and positioning.

“CPK is a brand steeped in nostalgia and close to the hearts of consumers, which makes this partnership a perfect fit for our approach – delivering big brand impact while staying social-first in everything we do,” said Iris Managing Director Simon Yoxall. “We’re looking forward to being part of CPK’s next chapter, reminding consumers why they love this brilliant brand with its laid-back dining experience and incomparably innovative, delicious food.”

As the public relations agency of record, Blue Engine will apply its creative approach to measurably driving earned media and brand buzz to CPK, spearheading all media relations, experiences and events in order to amplify the brand narrative, augment consumer reach and ultimately drive awareness, consideration and traffic to restaurants.

Acadia remains the performance marketing partner for CPK, responsible for digital media buying efforts that optimize customer growth and sales, as well CPK’s growing influencer marketing program. Push rounds out the agency portfolio, having recently been awarded multiple branding and creative engagements for enterprise special projects and brand extensions.

Keller, who joined CPK earlier this year, is a marketing, digital and innovation expert, most recently serving as CMO of Chicago’s famed Lou Malnati’s Pizzeria restaurant chain and its direct-to-consumer e-commerce arm, Tastes of Chicago. Previously, Keller drove the digital transformation and acceleration of Krispy Kreme, the $1.7 billion doughnut brand, as global vice president of digital and U.S. vice president of marketing. She also held senior leadership positions in omni-channel strategy, product and marketing innovation, and digital experience for such brands as CVS Health, Staples, Caribou Coffee and Cengage Group, among others.

For more information, visit CPK.com and follow the brand on Instagram, Facebook, TikTok or X (formerly Twitter).

About California Pizza Kitchen

In 1985, California Pizza Kitchen (CPK) opened its first restaurant in Beverly Hills and introduced diners to gourmet California inspired pizza. With a passion for combining fresh, seasonal ingredients with flavor inspirations from around the world, today CPK is a global brand serving creative California cuisine in restaurants across 27 states, as well as nine countries and U.S. territories. Additionally, through strategic licensing partners, the CPK brand is available to consumers in grocery stores nationwide as a leading premium line of frozen pizzas, as well as salad dressings. From its innovative, hearth-baked pizzas such as The Original BBQ Chicken, Thai Chicken, and California Club, to inventive salads, and unique pasta dishes that combine the old world with the new, CPK does everything with an imaginative California-inspired twist that guests love.

About Iris

Iris is The Participation Agency. With over 1000 people in 14 offices worldwide, our global creative network uses the power of Participation to help brands grow further, faster. The way ideas travel has changed, and it is harder than ever to create impact using paid media alone. We combine creativity, data-driven media and the power of people to help brands, such as adidas, Bentley, Samsonite, IHG, Barclays, Fage and Wellstar explode into cultural moments and embed themselves in people’s lives.

About Blue Engine

Blue Engine℠ is a creative communications agency that taps every resource at its disposal to drive your brand forward. Even if it means making the impossible possible. Founded in 2023 through a merger between premier marketing communications agency Bullfrog + Baum and the award-winning consumer public relations practice at ICR, Blue Engine offers a fresh and energetic approach to brand strategy and storytelling with a comprehensive suite of services across the consumer lifestyle space. Follow the journey on Instagram, Facebook, LinkedIn and theblueengine.com.

About Acadia

Acadia is a modern digital media and analytics agency obsessed with the growth of their clients. Acadia was named AdAge's 2024 performance agency of the year based in part on its focus on results, transparency and data. Acadia's remit includes customer acquisition and paid media, customer analytics, SEO and performance creative in order to help CPK drive profitable results and increase foot traffic. Acadia is 250 people strong, with headquarters in Atlanta.

About Push

Push, an award-winning branding and marketing agency, creates beautifully crafted brands that actively engage consumers and drive measurable results across multiple platforms. With an emphasis on national multi-unit restaurant and retail brands, we believe deep consumer insights can push brands to their full potential.