Pizza Firm Plans Low-key Ad Campaign

Huntington Beach-based What a Lot A Pizza is trying to get a bigger piece of the pie and raise its profile by hitting the airwaves for the first time in six years.

The seven-unit chain launches a $100,000 television campaign Wednesday, its most ambitious advertising effort ever. But the chain isn’t going the flashy route. Its new 30-second spot is a silent, text-only commercial that will be broadcast on various cable stations introducing the company’s new slogan: “It’s What We Do.”

The small chain eschews coupons or any other pricing gimmicks. It sells only one size pizza at prices ranging from $4.95 to $7.95, depending on the number of toppings.

The chain has two stores in Huntington Beach, in addition to stores in Fountain Valley, Stanton, Anaheim and Santa Ana.

The pizza commercial is expected to run through June.