Australian-owned fast food chain, Bubba Pizza, has unleashed a new creative platform via Melbourne agency, By All Means.

Developed in collaboration with strategic partner, Forward Scout, the new work establishes Bubba Pizza (a burgeoning chain of over 25 stores through Victoria and South Australia) as the champion of relaxed good times, asking customers to ‘Let Bubba make it better’.

By All Means managing director Mat Cummings said: “It’s funny, but so many fast food brands (pizza in particular) seem to have forgotten that their advertising needs to inspire people and give them a reason to consider the brand.

“These days most fast food brands are focused on pumping out a stream of boring, typical promotional deal based communications in a desperate race to the bottom.

“We wanted to lift Bubba from the rest of the pack and give them a real edge by injecting a good dose of purpose and fun into their brand”.

Running through the entire business, Bubba’s new positioning has extended to touchpoints as varied as the company’s social media activity, uniforms, recruitment, menus, advertising, content and pizza boxes.

Launching late 2018, the campaign has so far uncovered that there are very few activities Bubba can’t make better, and include, but are not limited to: parking tickets, public transport, exercise, family meals, hangovers, dentistry, wobbly giant inflatable men, and (in the campaign’s most recent incarnation) Christmas.

Bubba Pizza’s business development manager Damian Hopper said: “We’ve built our business around making great food that makes people happy.

“It’s as simple as that, and we wanted our advertising to celebrate it.