California Pizza Kitchen – Cauliflower Pizza Crust

Coast PR led public relations for the nationwide introduction of California Pizza Kitchen’s Cauliflower Pizza Crust – a first from a national restaurant brand. With key promotions tied to the culinary giant’s ongoing leadership + better-for-you menu innovations, Coast PR was charged with executing a multi-faceted and multi-tiered PR push to garner both editorial coverage and social media buzz nationwide. Total media impressions exceeded 1B.


In late 2017/early 2018, Coast PR led the charge for California Pizza Kitchen’s launch of Cauliflower Pizza Crust – made with high-quality, gluten-free ingredients, lower in carbs than CPK’s classic hand-tossed pizza dough, and a unique source of vegetable fuel – this launch was a first from a national restaurant brand. The launch was significant for the PR team to navigate a with limited advertising support, Coast PR was charged with driving national, regional, and local media attention and general awareness. 


Beyond ringing the bell on this industry-first offering – to industry/trade, local/regional, and national press titles – it was imperative to communicate key product attributes to drive meaningful interest and buying power, including:

  • How rich in nutrients and low in carbs cauliflower is.  
  • What a powerhouse ingredient cauliflower is and how it continues to show its versatility and popularity as the star – not the side – of the plate. 
  • What a great option for guests with gluten sensitivities or those just looking for a clever way to sneak more vegetables into their day this new offering was. 
  • And finally, as demand for vegetable-centric meal options was growing, CPK put a heightened focus on adding its creative twist to the trend by highlighting other recent vegetable-focused menu introductions such as Spicy Buffalo Cauliflower, Shrimp Scampi Fettuccine with zucchini ribbons, and protein-packed Power Bowls layered with fresh veggies and super grains, among others.


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