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How Big Mamma attracted 2,500 new customers in 5 cities with creative flyer campaigns
Flyers distributed
Conversion rate
The challenge
Big Mamma, the Italian restaurant group founded in 2013, has become a European favorite with handmade dishes, authentic ingredients, and over 2,200 employees. With new restaurants opening across London, Paris, Lille, Bordeaux, and Madrid, they faced the challenge of creating buzz while staying true to their quirky, homemade brand identity.
Their objectives were simple but ambitious:
- Generate awareness and foot traffic for new locations
- Keep campaigns aligned with Big Mamma’s playful brand image
- Ensure flyer distribution was modern, trackable, and effective
While Big Mamma had used flyers before, they worried the channel might feel outdated or cheap without the right execution.
Our solution
H2H campaign
Flyers were designed in the shape of pizzas and paired with stickers, making them both eye-catching and memorable. Campaigns were intentionally short to maximize urgency and boost awareness.
The pizza-shaped flyers reinforced Big Mamma’s fun, authentic image while grabbing attention on the street. Custom codes on each flyer tied back to specific restaurant locations, making results fully trackable.
D2D campaign
Big Mamma also opted to deliver flyers to local homes via D2D distribution. This ensured their message reached residents who were highly likely to dine out locally.
This channel helped Big Mamma build community visibility and attract new customers who valued convenience and proximity.
The result
The campaign was an instant hit, helping Big Mamma win attention in competitive urban markets:
- 150,000+ people reached across London, Paris, Lille, Bordeaux, and Madrid
- 2,500 authentic Italian meals served to new customers
- Immediate visibility and foot traffic during launch weeks
- Creative offline activation that reinforced Big Mamma’s brand personality
For Big Mamma, flyering went from a perceived risk to a proven growth driver—fun, trackable, and perfectly aligned with their unique brand identity.
Big Mamma's campaign results with Oppizi
Flyers distributed
New customers acquired
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Why it worked
Creative design
Pizza-shaped flyers and stickers amplified Big Mamma’s playful image, making the campaign memorable and authentic.
Short, focused bursts
One-to-two-week activations created urgency, maximizing impact during restaurant launches.
Trackable performance
Custom location-based codes allowed Big Mamma to attribute new customers directly to flyer campaigns.
