Publicis in Italy came up with a very unique non-traditional ad campaign for the Fly Pizza restaurant. Instead of running a traditional ad campaign in on television or in magazines, Publicis decided to place their ad on cigarette rolling papers. The reasoning behind this move is was that a majority of people in Europe smoke and they were hoping they would be able to reach a younger audience who would get hungry after smoking and decide to order pizza. This tactic turned out to be incredibly successful. Orders placed for pizza at Fly rose drastically after this campaign was put into motion. I think this was a very clever way to reach their target audience, however I don't think this idea would have been very successful in the United States.
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