Helping people avoid overpriced concessions and smuggle food into theaters, food retailer 'I Love Pizza Pizza' released the Pizza Ninja campaign in Ecuador. Just like a ninja, the Pizza Ninja helped frugal Ecuadorians sneak pizza into movie theaters. The restaurant provided specially packaged pizza slices to help customers enjoy a fresh piece of pizza in the theater. Instructions on how to effectively sneak pizza in were also included on the Facebook page.
The inspiration behind Pizza Ninja came from I Love Pizza Pizza's location beside a mall movie theater. Since the restaurant had a small budget, the LAIKA creative digital agency was commissioned to find a cheap way to boost sales. Over six months, I Love Pizza Pizza gained 200,000 Facebook fans which made it the top retail food brand community in Ecuador. I Love Pizza Pizza was eventually asked to stop its campaign by the mall.