O&G represented our brand with so much pride, care, and integrity, and that never went unnoticed. We’ve had a lot of moving pieces and dynamics on our end, and through it all, your patience, professionalism, and willingness to adapt to us meant more than you probably realize. Your support during our 100th Anniversary was especially meaningful. You helped us tell our story in a way that honored our history, and I’ll always be grateful for that.
Kevin Printz, CEO
Frank Pepe Pizzeria Napoletana
Elevating a Century-Old Icon: Turning Frank Pepe’s 100th Anniversary into a National Cultural Moment
OVERVIEW
O’Connell & Goldberg Public Relations led the yearlong public relations and storytelling strategy for Frank Pepe Pizzeria Napoletana’s 100th anniversary, a milestone requiring balancing deep heritage with modern relevance. The goal was to transform the centennial into a sustained local, regional, and national media moment to honor the brand’s New Haven roots, reinforce its authenticity, and introduce its legacy to new audiences across new markets. By anchoring the campaign in craftsmanship, place-based storytelling, and culturally credible partnerships, we positioned Frank Pepe’s as a category-defining brand whose influence still shapes American pizza culture today.
Approach
- Launched a yearlong centennial strategy to leverage ongoing momentum rather than relying on a single anniversary date.
- Anchored New Haven/Wooster Street storytelling, emphasizing the brand’s origins, craftsmanship, and founding family legacy.
- Guided promotions and limited-time offerings to drive participation while honoring the brand’s 1925 founding.
- Supported experiential activations across all 17 locations, ensuring the centennial was felt brand-wide, not just in New Haven.
- Developed high-impact media pitches and collateral to frame the centennial as a culturally significant milestone rather than a promotional anniversary.
- Addressed the core challenge of non–New Haven markets by educating consumers in newer regions about Frank Pepe’s distinct heritage.
- Engaged with top brands such as FIAT, Tauck, and Pratt and Whitney for collaborative partnerships in honor of the centennial anniversary.
- Executed on-site support and media coordination for the Wooster Street re-naming and centennial celebration.
O&G Impact
- 1,469 earned media articles during the centennial year, with 845 unique mentions and 80 percent positive sentiment, reinforcing message quality and cultural relevance.
- Facilitated national lifestyle and culture coverage through top-tier outlets including Food and Wine Magazine, the New York Post and The Washington Post.
- Influencer activations drove measurable behavior, including a collaboration with @MrEats305 that generated 10,000 shares and correlated with increased foot traffic.
- Centennial promotions boosted brand visibility, including the 19.25 pizza offer and the Pratt and Whitney “Afterburner Pizza.”
- Sustained yearlong visibility (avoiding anniversary fatigue), maintaining cultural relevance across multiple markets.
- Strengthened long-term brand equity by showcasing that Frank Pepe’s relevance at 100 is rooted in authenticity.
