The Gin Martini Sauce Pizza
Alley Cats × Giorgio Bargiani
Alley Cats makes New York-style pizza in London and is best known for its vodka sauce pie. In February 2025 it teamed up with Giorgio Bargiani of The Connaught Bar on a pizza for one month only, at its Marylebone and Chelsea sites.
A new reason to talk about the pizza
Alley Cats wanted a limited edition that would get London talking again and fill both sites while it lasted.
The idea: take the most famous martini in London and turn it into a sauce.
Four weeks, then gone
A special that’s only on for a month has to land all at once. Coverage that turns up in week three is too late.
And a gin martini pizza sounds strange until you’ve tried it.
One pizza, one month, all at once
The story
We built the launch around the pairing: a New York slice joint and the bartender behind the best martini in London.
The pizza was sold as a secret, so the press angle was a menu you had to know to ask for.
Press
We announced it to London food and drink press for 25 February, so the coverage landed in the first week.
The Capturist ran the launch, and The Handbook tried the pizza for its followers.
Creators
We brought London food creators in while the pizza was still new.
36 creator posts followed, each one showing the pizza, the dip and where to get it.
London’s food creators tried it first
The Capturist announced “the Gin Martini Pizza” on launch day, and The Handbook called it London’s new secret pizza. Creators did the rest, sharing the pizza, the Negroni dip and the menu card.
Gone by the end of March
Ten pieces of press and 36 creator posts in four weeks, for a pizza that was only ever on for a month.
Prev