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What’s your pepperoncini?

March 3, 2009

Brainfood, Brand Strategy, Innovation, Insight


Something crosses my mind every time I get a pizza from Papa John’s.

I’m just fascinated by the fact that with every single pizza, they include a pepperoncini pepper in the box.

I know, I know…the marginal cost of this is probably a penny per pizza- but it goes a long way for me as a marketer.

It reminds me why they are different, why they are better. It brings their brand promise to life. It says to me, “You ordered pizza, we delivered more.”

So, it makes me wonder- what little things can you do for clients and customers to add value and remind them why you are different, why you are better. Because it’s the little things like that which make a brand unique and excite people.

It makes me think, what’s my pepperoncini?

What’s yours?