“Find your table”
Category | Poster | Restaurant
Mother Bear’s Pizza Proposed

Background
Every year, a new cohort of IU freshmen enter the Bloomington consumer market. Many, if not most, of these students do not yet have a go-to pizza place in town.

Objective
For a class campaign project, I was asked to convince IU freshmen to eat more Pizza through a general category poster campaign.
As Mother Bear's is a local category leader, rising interest in Pizza will translate to rising sales.

Insight
I discovered that what freshmen all really wanted (beyond passing calculus) is connection. As a freshman, it's likely one's first time living alone and one's likely living somewhere different than their hometown. So, a major priority at this age is building friendships. With bars and clubs largely out of reach, the pizza place is a great spot to build those bonds. In short, the local pizza joint is a place where friends become best friends.