bobbi’s
Marketing strategy
Social media management
Email marketing
Copywriting
Influencer marketing
Content creation
Opening a Detroit-style pizza shop in New Haven — a city with one of the most loyal and protective pizza cultures in the country — was a bold move that sparked immediate curiosity and strong reactions. With a brand identity created by Box 8 Creative, Bobbi’s needed marketing that could translate that visual world into a living, breathing presence: something confident, playful, and clear about what makes “Detroit-ish” pizza exciting in an apizza town. Ex Waitress was brought in to shape that launch through social strategy, content creation, on-site photography and video, campaign development, and influencer outreach. Our work focuses on expressing Bobbi’s perspective in a way that feels fresh, local, and true to the concept, helping them cut through noise and reach the right audiences quickly.
We’ve built a strong visual and editorial direction that highlights Bobbi’s crispy-edged square pies, creative toppings, and fast-casual energy without forcing comparisons to apizza — letting the food and personality speak for themselves. Through monthly content calendars, consistent high-quality shoots, community-driven storytelling, collaborations with Connecticut food influencers, and ongoing campaign support, we’ve helped Bobbi’s establish a recognizable voice and sustained momentum on social. The result is a presence that feels rooted in New Haven’s dining culture while proudly offering something different — positioning Bobbi’s as a standout, conversation-driving addition to the city’s food scene.
