Restaurant: Marco’s Pizza
Marco’s Pizza: America’s favorite pizza. Wait, Who?
Challenger brand, Champion slice: Marco’s Wins America’s Favorite.
The Stakes
Marco’s Pizza had a David vs. Goliath moment. As the #5 pizza chain, it pulled off an unexpected flex—earning the title of America’s Favorite Pizza Chain in early 2025. This win cracked open a bigger opportunity in a landscape cluttered with stale value messaging.
The Friction
The pizza category had flatlined. Value deals were as uninspired as reheated crust, and Marco’s wasn’t top of mind for most consumers. Recognition wasn’t translating into action—or slices sold.
The Shift
Enter BarkleyOKRP. We didn’t just polish the trophy—we turned it into rocket fuel. Leaning all the way into underdog energy, we flipped the narrative with a cheeky, celebratory tone. Instead of fitting in, Marco’s stood out as the unassuming champ you didn’t realize you were already rooting for.
The Lift
The “America’s Favorite” campaign served up swagger and slices—with a media plan that punched above its weight. Over just three weeks, more than 100,000 new customers tasted Marco’s. It turns out that your favorite pizza might just be the one you haven’t tried yet.
Results
- 100K+ new customers over the three-week media campaign.
