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© History Oasis
The Little Caesars mascot traces its origins to Marian Ilitch's nickname for her husband when they opened their first pizza shop in 1959. By 1962, it had evolved into a three-dimensional figure. From there, it became iconic in the legendary "Pizza! Pizza!" voice in 1979.
1950s
The Little Caesars character emerges from Mike and Marian Ilitch's decision to name their 1959 pizza shop after Marian's nickname for her husband. This personal touch establishes the mascot's foundation. But there is still no visual representation of the mascot.
1962
The fast food mascot is no longer a concept. The first three-dimensional figure on outdoor signage is used at the Warren, Michigan franchise. This is the first time the character debuted as an actual physical character in the physical world.
1979
The mascot gains his personality when Little Caesars creates the "Pizza! Pizza!" slogan to sell two-for-one deals. The character's enthusiastic delivery transforms simple words into an advertising phenomenon that outlasts product changes. The campaign becomes synonymous with Little Caesars Pizza.
1982
Crazy Bread debuts as a signature side item. The new product is used extensively with the mascot as a reliable product companion. The garlic-buttered breadsticks are used in many new campaigns, appearing alongside the character in promotional materials for decades.
1988
The "Pan! Pan!" campaign introduces square deep-dish pizza. The mascot's energetic delivery style is used to market the new product. The character demonstrates flexibility by adapting his presentation to match new product formats without losing core identity.
Late 1980s-1990s
Cliff Freeman & Partners produces award-winning television commercials. The ads feature the mascot's absurdist humor. These commercials represent the character's creative zenith, earning industry recognition. The popular campaigns cement"Pizza! Pizza!" and the Little Caesars mascot in popular culture.
1996
Pizza by the Foot launches with an oversized box. The new pizza and box create a natural visual comedy for the mascot.
2004
Hot-N-Ready pizza goes national. Changes are made to show how the mascot promotes value. Instead of emphasizing two-for-one deals, the character adapts to highlight immediate availability and consistent pricing.
2012
Barton F. Graf 9000 returns "Pizza! Pizza!" to television after reduced emphasis. The campaign reconnects the mascot with his signature phrase. The enduring power of the mascot and campaign cannot easily be retired.
2017
Turner Duckworth redesigns the mascot with modern aesthetics. But preserves its iconic look. The update removes outdated elements like chest hair and adds subtle "LC" details to the toga.
2024
Crazy Puffs are launched. A campaign is launched with the mascot, and it goes viral on social media, proving the mascot's continued effectiveness in modern marketing channels. The character continues to promote innovation while maintaining a connection to four decades of brand history.
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