Description
Hungry Howie’s rolled out We Do Bold, a disruptive omni-channel campaign created in partnership with Gravity Global, tapping into the brand’s signature swagger, flavor, and Detroit roots to mark 40 years of Flavored Crust® pizza.
The campaign consisted of two activations.
First, Hungry Howie’s introduced its first-ever National Flavored Crust Day, launching into a stunt that brought its flavor creativity to life.
The brand took over Signature Tattoo in Ferndale, Michigan, and invited fans over to enter a lottery for a chance to win a free, pizza-themed tattoo and one year’s supply of Hungry Howie’s pizza.
50 winners walked away with both new ink and free pizza for a year, while attendees enjoyed a celebratory in-shop pizza party and branded flash sheet artwork made exclusively for the event.
To kick it up a notch, Hungry Howie’s unveiled a limited-time Sweet Heat Bacon Crust, proving its commitment to innovative flavors.
This activation fueled earned media potential and UGC buzz with fans posting their tattoos and experiences online.
Then, the We Do Bold campaign took it a step farther by confronting its competitors by placing mobile billboard takeovers outside Little Caesars’ headquarters and Papa John’s storefronts.
Taking on the competition, the eye-catching digital trucks highlighted Hungry Howie’s authentic Detroit-style pizza with messaging like “There are a lot of fakes out there” and “Authentic Detroit Style.”
By taking the fight directly to competitor doorsteps, these playful, pointed stunts reinforced Hungry Howie’s as the true Detroit-style originator.
The We Do Bold campaign is a perfect example of a brand breaking through a crowded QSR landscape to earn a disproportionate share of attention with the following ingredients:
A cultural hook: Inventing a national day to celebrate a signature brand innovation.
A headline-grabbing stunt: Offering permanent tattoos in exchange for loyalty and pizza.
Competitor disruption: Targeted, playful takeovers of rival locations.
Authentic roots: Celebrating Detroit-style pizza from a Detroit-based brand.
These efforts come on the heels of Hungry Howie’s naming Gravity Global its agency of record this summer.
This professional campaign titled 'We Do Bold' was published in United States in September, 2025. It was created for the brand: Hungry Howie’s, by ad agency: Gravity Global. This Experiential, Integrated, and OOH Outdoor media campaign is related to the Food industry and contains 4 media assets. It was submitted 3 months ago.
