Business Problem, Strategy, Main Idea

• The problem CK's Pizza has is it has a reputation for being a cheap late night spot rather than a legitimate dining option.

• The strategy is that it simply "makes sense" for students to go get pizza here when they are tired of the usual dining hall and dorm food.

• The big idea for this campaign is students can switch up their routine in an easy, satisfying way by choosing CK's for lunch instead of going to the dining hall every day.