Capitalizing on the eclipse to bring back Sunshine Pizza

Since its founding in 1967, Toujours Mikes has always been an innovator. Just think of its groundbreaking pizzas, like the Taglio, a square pizza loaded with fresh ingredients, the Super Mikes, a giant 30-slice rectangular pizza, and, of course, the famous sunshine pizza, patented by the chain in 2001. Despite its astronomical success, the sunshine pizza disappeared from menus a decade ago, leaving many nostalgic fans unsatiated.

On April 8, to celebrate the total solar eclipse, we decided to brighten up the hearts of Quebecers by eclipsing the years of disappointment and bringing back sunshine pizza for a limited time. And just like the solar eclipse, if you blinked, you’d miss it: sunshine pizza would be resurfacing for one week only. So we had to be sure that everyone knew about it! We rolled out the advertising campaign for this historic event on social media, La Presse mobile (Splash), OOH, public relations, and in restaurants.

In addition to gaining new social media followers thanks to the campaign, Toujours Mikes’ online sales increased by 32% compared to the same week the previous year.

“Sunshine pizza really made a mark on Quebecers. People still talk about it, so the idea of bringing back this historic and limited-time pizza to coincide with a historic and momentary event immediately won us over. It was a perfect fit!” said Sophie Letendre, Marketing Director at Toujours Mikes.

“It was also successful in earning us new followers on social media and boosting both brand awareness and online sales,” she added.