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Extreme Pita breaks new campaign

Quick service restaurant chain Extreme Pita, a division of Extreme Brandz, has released a new advertising campaign. The initiative, developed by Doug & Serge of Toronto, consists of two radio commercials called "Marriage" and "Peace Treaty" that depict taste and nutrition coming together. The creative uses the tagline, "Salvation in Every Bite." The campaign also includes out-of-home advertising depicting the wrapper of the product and copy such as, "Shamelessly nutritious. Scandalously delicious," "Something good you'll crave really bad" and "Low in saturated guilt." The posters use the tagline, "Extremmmely good." "So many of us as consumers subconsciously think that we have to trade off great taste for the sake of eating well," said Alex Rechichi, president and CEO of Extreme Brandz. "But it doesn't have to be that way, particularly when it comes to eating quick service food. At Extreme Pita we are very committed to helping Canadians eat well every day, to serve up a variety of tasty and healthy pita offerings, and happily post the nutritional content of our pitas in our restaurants. The team at Doug & Serge helped us redefine our brand platform and our new campaign lets us showcase our taste appeal in a really fun, engaging way."

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