To launch Z’s bold new Cheeseburger Pie, we stirred up some delicious controversy by taking a playful jab at small-town outrage over fast-food giants setting up shop.

We noticed that a close up of our Cheeseburger Pie looked just like those iconic unbranded fast food adverts.

So we ran with it. With unbranded billboards in regional towns that had a Z station but no big fast-food chains.

The response was instant. Social media kicked off with speculation. And the result was Z’s most successful pie launch ever.