Hungry Howie’s, a pizza chain with over 550 locations across the U.S., has named independent agency Gravity Global as its new agency of record, it exclusively told ADWEEK. Doner previously led creative efforts for the brand, which also worked with a mix of specialist shops across other disciplines.
The three-year agreement follows a competitive review involving 12 agencies, with a shortlist of four finalists.
COMvergence estimates Hungry Howie’s U.S. media spend at $20 million.
“The pizza category is very competitive,” Rob Elliot, executive vice president of marketing at Hungry Howie’s, told ADWEEK. “We needed a fresh perspective on strategy, media, creative, and social.”
Gravity Global’s integrated, data-driven approach stood out from the pack. “With strategy, creative, media, and social working together seamlessly, the team brought forward ideas and execution that we believed would help distinguish us in the category and drive results,” Elliott said.
Scott Thaler, Gravity Global’s CMO, said the win came down to “true strategic alignment and shared ambition.”
“What excites us most is the opportunity to break category norms by bringing the brand’s bold personality and strong heritage to life in new ways,” he said. “This isn’t just about a marketing campaign; it’s about reigniting a beloved challenger brand, then scaling it with consistency and energy across every consumer touchpoint.”
Gravity Global’s first campaign for Hungry Howie’s is set to debut in the third quarter of 2025. Elliott described the work as a “very intense, food-centric campaign” that will live across channels, from linear broadcast to CTV. “It has not only a great voiceover, but also strong product photography—a must in the pizza category,” he said.
The creative strategy is rooted in the insight that consumers are increasingly cost conscious while expecting more from every dollar they spend. “Our core strategic proposition is simple: Why settle when you can savor?” Thaler said.
As it develops more work for Hungry Howie’s, Gravity Global plans to lean into the brand’s differentiators, like its flavored crust and strong local presence. “They’ve stayed true to their DNA as a regional favorite with a unique product, and that authenticity is rare,” Thaler said.
As lead agency, Gravity will also serve as a strategic partner to Hungry Howie’s franchisee network. The brand is focused on driving return on ad spend, engagement metrics, and, of course, sales.
“The media team especially came to the table with some solid ideas to maximize our investment,” Elliott said.
The partnership will also support key brand initiatives, including Hungry Howie’s long-running “Love, Hope, & Pizza” campaign, which has raised more than $5 million for breast cancer awareness and will return this fall.
