The Finisher · :15
“Prince Street Pizza's customer is not who the pizza category markets to. He is 25 to 34, no kids, single or coupled up, living in New York, and he pays for boutique fitness: 23% are Equinox members at 2.6x the norm, 14% do Barry's at 2.4x, and SoulCycle, Y7 and SLT all run above 2.2x. Every pizza competitor sells dinner-table indulgence to families. Nobody sells the slice as the reason for the last sprint.”
14 slides
Slide 6 of the brief
A boutique fitness instructor screams at a runner to picture why he came here. He's picturing a pepperoni square. So he sprints to it.
Kartel's consented clickstream dynamically monitors the digital behavior of over 30 million American consumers. Our opt-in software tracks the online journey, giving instant access to purchase data, e-receipts, demographics, behavior, geo-location and more.
A quarter of them already pay for the room this ad is set in: Equinox at 2.6x, Barry's at 2.4x. The tension the ad resolves is one they live weekly.
It resolves a tension a quarter of the audience lives every week: the boutique fitness circuit and the pepperoni square are the same person's life, and no brand has ever said so out loud. Specificity test: Jet's or Slice House could not run this. Their customer is not standing in a red-lit Barry's room, ours is. The competitive set is camped on discount and craft-credibility ground; fitness-earned indulgence is empty.