The Little Caesars pizza chain was one of many first accounts Mr. Freeman received after beginning his personal company, and it remained a signature consumer for 11 years because it fought for market share towards opponents like Pizza Hut and Domino’s.
“Effectively, you realize, pizza is a enjoyable product,” Mr. Freeman informed Luerzer’s Archive, an business journal, in a 1998 interview. “Everybody sits round and eats pizza collectively, so that you’ve acquired to have enjoyable if you promote it. You definitely can’t deal with it significantly.”
One advert Mr. Freeman devised emphasised the stretchiness of pizza cheese, to slapstick impact (a child goes on a wild experience in her excessive chair all through the home whereas holding onto a slice). In one other, a goofy employee for an unnamed rival chain tries to impress a buyer by contorting a pizza field, origami-style, into the form of a pterodactyl (underscoring its providing of only a pizza and a field, in contrast with Little Caesars’s two pizzas for one low value).
These commercials helped elevate gross sales of Little Caesars 138 % from 1988 to 1993. Nonetheless, after gross sales flattened and Little Caesars thought-about altering advert businesses, Mr. Freeman ended his agency’s affiliation with the chain in 1998.
Through the years, Mr. Freeman’s company received many Clio Awards for promoting excellence. It received for commercials created for purchasers like Little Caesars, Philips and Outpost.com, and for a collection of adverts for Fox Sports activities’ Nationwide Hockey League protection that demonstrated how basketball, bowling, billiards and golf can be higher in the event that they had been performed extra bodily, like hockey.
Neal Tiles, a advertising government for Fox Sports activities, informed The New York Occasions in 1998 that it had chosen Mr. Freeman’s company as a result of it took “inventive dangers in a strategic approach” on so many campaigns.
However Cliff Freeman & Companions lasted solely 11 extra years. Amid a recession, government turmoil and consumer departures, it shut down in 2009.