little caesars — marketing plan
An eight months marketing plan for Little Caesars Pizza Singapore, built on primary research and spanning brand positioning, multi-channel campaigns, and a $372K budget.
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the problem
Little Caesars was an underdog in Singapore's competitive pizza market, up against well-established players like Pizza Hut and Domino's. The brand had low awareness among the core 18–24 demographic — a segment our research showed was highly price-sensitive, with 76% saying price directly affects how often they eat pizza.
the solution
We developed a full-year marketing plan anchored in primary research (118 respondents) and a clear positioning: affordable, convenient take-home pizza. The plan covered a SWOT-informed strategy, monthly campaigns across OOH, social media, cinema advertising, and experiential pop-ups — including a flagship December pop-up at Orchard Road. Each activation was mapped to specific marketing objectives and budget allocations across the $372K annual spend.
outcome
A board-ready plan that gave Little Caesars a clear path to grow in Singapore — grounded in real customer data, not assumptions. Every dollar had a job: street-level ads to build awareness, social to drive consideration, and a flagship Orchard Road pop-up to make the brand impossible to ignore.