Telepizza Spain, the leading pizza brand, announces a new campaign partnership with Little Spain, a boutique production company co-owned by artist C. Tangana. The campaign unfolds through several television commercials and reveals the heart of the brand’s famous claim, “the secret is in the dough,” as found in its loyal customers. Telepizza honors the dedication it has shown to itself over its 35-year journey with a series of pivotal pieces, proclaiming, “Long live the dough, the secret is there.”
“Long live the mass, here is the secret” is the brand’s contemporary interpretation. This message centers on those who choose Telepizza every day, placing them at the core with humor and spontaneity, regardless of time or place. The aim is to acknowledge the customers as a fundamental part of Telepizza’s 35-year history, which has helped keep the brand at the forefront of the Spanish pizza market, said Jesús Cubero, Head of Marketing, Food Delivery. Telepizza Brands is the main group behind the brand’s ongoing leadership.
“Long live the mass” also traces Telepizza’s origins and the enduring meaning of the historic claim: “The secret is in the dough.” Since 1987, the community has passed along Telepizza’s “secret” from one generation to the next. Through the word-of-mouth influence of customers, Telepizza became a household name today. They serve as ambassadors who helped the brand reach across Spain in a short period, according to Jesús Cubero.
Production begins with an almost two-minute spot featuring Farid Bechara, a leading actor from the film “Mi soledad tiene alas,” directed by Yolanda Ramos and Mario Casas, prominent figures on the national scene. The project is set in Madrid, a national emblem that mirrors the brand itself, with Little Spain weaving an urban audiovisual narrative that blends modern storytelling with nostalgic visual memories.
In the advertisement, Telepizza’s appeal becomes clear: the brand is sought after by people everywhere. The spot opens with a woman calling a Telepizza restaurant from a grand setting at the Royal Palace to place a crucial order. It is eventually revealed that the caller is Yolanda Ramos, not a royal insider, with her character arriving in a whimsical moment to a familiar beat as a Telepizza courier rolls up on a motorcycle to deliver the true luxury of sharing a delicious pizza with loved ones after a busy day. Farid Bechara’s fictional mother and son dynamic accents the family-friendly nature of Telepizza’s offer, tying together the idea of luxury with everyday moments.
This campaign marks the first wave of audiovisual pieces Telepizza will release this year. Through Farid’s stories, Yolanda, a Telepizza courier or security guard, demonstrates that good things are always better when shared: the luxury of enjoying Telepizza with loved ones in any setting. Across these pieces, the brand underscores another essential driver of its success: product quality and continual innovation.
Telepizza balances a commitment to traditional values of sharing and savoring classic pizza with innovations reflected on the menu. New cheese-filled sides ready to be dipped into a variety of sauces reimagine the classic way of enjoying pizza, inviting customers to dip and savor the experience much like Spaniards enjoy bread. The Megamediana, a larger middle-ground pizza offered at a compelling price, positions Telepizza as delivering strong value with a market-leading price-performance ratio. The campaign showcases a best-price promise on a medium pizza without compromising flavor or freshness.
Backed by year-round product development, Telepizza continues to push forward within the framework of its original dough. The dough uses a proprietary recipe and a secret formula retained since 1987, featuring a unique production process: seven days of preparation, 72 hours of fermentation, and precise kneading and stretching just before baking in-shop. This combination underpins the consistency customers expect with every order.
Telepizza enters 2023 with a refreshed lineup and a campaign that celebrates the loyalty of those who chose the brand from the start and remain its leaders today. As the brand notes, the real secret lies in the people who choose Telepizza every day. Long live the mass.