Origency, a full-service marketing agency in Pakistan, ran an influencer-led launch campaign for 14th Street Pizza some years ago. It is a fast-food brand with outlets in Karachi, Lahore, Faisalabad, Multan and Islamabad.
Instead of scripted adverts, the campaign used creators who shared everyday moments involving pizza, and Origency linked that content to the brand’s existing offers, ambassador programmes, and online ordering. Performance was tracked through reach, cost per engagement, and conversion lift.
Why Did a Well-Known Pizza Brand Need a Fresh Approach?
14th Street Pizza did not need an introduction. It is a familiar name in Pakistan’s fast-food scene, with outlets in five cities, and it had a history of experimenting with digital marketing. Past activity included viral campaigns, interactive contests, and the “Panic Button” ordering feature that regular customers still bring up.
The difficulty was the market around it. Food brands in Pakistan were competing harder for the same young, social-media-heavy audience, and what worked in earlier years no longer guaranteed attention.
14th Street Pizza wanted a launch campaign that would make the brand feel current again, and it brought in Origency to build one.
Why Is Influencer Marketing in Pakistan So Effective for Food Brands?
Food is a naturally social subject. People discuss what they ate, where they met friends, and what they are craving, and they often trust a recommendation from a person they follow more than a polished advert from a company.
Origency’s reading of the 14th Street Pizza audience pointed the same way. The core customers are young, active online, and drawn to content that feels relatable. A conventional scripted commercial risked being scrolled past, while a creator talking about a late-night craving was more likely to stop the thumb.
That is the logic behind the approach. Rather than asking influencers to read out a promotional line, Origency treated them as storytellers whose own lives could carry the brand’s message.
How Did Origency Choose and Brief the Influencers?
Origency built the campaign around a mix of creators rather than a single tier. Some had large followings and could widen reach quickly. Others had smaller but more loyal communities, whose followers tend to engage more personally and respond to recommendations.
The brief gave creators room to speak in their own voice. The content themes came from ordinary situations that suit pizza naturally:
- Late-night cravings during study sessions
- Weekend gatherings with friends
- Family dinners where pizza was the centrepiece
This kept the content honest. Instead of a hard sell, audiences saw moments they recognised from their own lives, and the brand’s strengths, including freshness, convenience and customisable options, appeared subtly within those scenes rather than being announced.
How Did the Campaign Fit with 14th Street Pizza’s Existing Marketing?
Origency did not run influencer content as a separate, one-off activity. The brand already had student ambassador programmes, seasonal deals and online ordering in place, so the influencer work was designed to support those efforts rather than compete with them.
The tone and story stayed consistent across touchpoints, whether a viewer met it in an Instagram story, a short TikTok video or a brand email. Influencer-created content was also reused in other channels:
| Channel | How Influencer Content Was Used |
| Paid adverts | Creator content repurposed within ad creative |
| Newsletters | Featured in brand emails |
| Packaging | Included in packaging inserts |
| Social media | Reposted, with replies to comments and prompts for fans to share their own pizza stories |
Reusing content this way extended the life of each piece and kept the message steady, which matters for building recognition over time. Our content generation and social media marketing teams supported this kind of cross-channel consistency.
How Did Origency Localise the Campaign Across Pakistan’s Cities?
Pakistan’s cities differ in humour, slang and cultural reference points, and a campaign that ignores this can feel generic. Origency worked with influencers from Karachi, Lahore and Islamabad, each of whom brought local language and style into their content. The aim was for audiences to feel that the brand understood their city.
Online activity was also aligned with in-store promotions. Rather than judging the campaign as a single national total, Origency tracked engagement city by city and adjusted its approach where energy needed lifting. This approach is relevant for any brand with outlets in several cities, because audience behaviour in one location does not always predict another.
What Results Did the Campaign Deliver?
The campaign produced increases in engagement and follower growth, and campaign hashtags gained visibility. More importantly for the brand, audiences moved beyond liking and scrolling. They placed orders, tagged friends, and created their own content about the brand.
Qualitatively, the outcome was a brand that stayed part of the conversation beyond a short burst of attention. Customers noticed the campaign, remembered it, and engaged with it.
Ready to Plan Influencer Marketing in Pakistan?
The 14th Street Pizza campaign shows that influencer marketing in Pakistan works best when it is planned as part of a wider strategy. Origency handled the work end to end, from selecting creators to rolling out content and measuring results, with a focus on long-term connection rather than short-term visibility.
If your brand wants to grow its audience, increase sales, or build lasting loyalty, Origency can help you plan and run a campaign that suits your market. Speak to the Origency team today to discuss your goals.
Frequently Asked Questions
Which Agency Ran the 14th Street Pizza Influencer Campaign?
Origency, a full-service marketing agency in Pakistan, ran the influencer-led launch campaign for 14th Street Pizza, handling creator selection, rollout, and performance measurement.
Where Does 14th Street Pizza Operate?
14th Street Pizza has outlets in Karachi, Lahore, Faisalabad, Multan, and Islamabad, Pakistan.
How Did Origency Measure the Campaign’s Success?
Origency tracked reach, cost per engagement, and conversion lift, and used the findings to adjust posting times, platform choices, and targeting. It also monitored engagement city by city.
Can Origency Run Influencer Campaigns for Other Industries?
Yes. Origency offers influencer management alongside content, social media, and other marketing services. Contact the team to discuss what would suit your brand.
