Round Table Pizza, the fifth largest pizza chain in the U.S. with over 500 restaurants in the Western United States, had been languishing in negative sales for three years straight. When we took over the account, we found that people needed a reminder of how great Round Table Pizza really is. So we created a campaign featuring two guys who love pizza so much that they produced their own television show called “Pizza Talk with Doug and Tim.” Each commercial showed that Round Table pizza is so good it’s worthy of lengthy discussion. In a commercial called “Football,” Doug and Tim thoroughly analyze a new pizza in a sports commentator context—utilizing devices such as a “meat cam” and a “pizza prompter.” Another spot spoofs a movie review format where the two pizza critics complete their extensive review by giving the pie “two hands on the belly.” This approach enabled the product to be the hero while also making the spots fun to watch. During the six years that Siltanen & Partners handled the account, Round Table beat the industry average for same-store sales growth every year.