Pizza 4P’s UP042

From the launch of their first restaurant in Saigon in 2011, Pizza 4P’s has since grown into a mini-empire with 20 locations in Saigon, Hanoi and Danang. They have also branched out into cheese-making and are now producing burrata and mozzarella in Dalat, as well as finding an organic vegetable farm – all three enterprises basking in glowing reviews.

Last year, Pizza 4P’s opened an experience-based restaurant centered on “edutainment” (a concept mixing entertainment and education) in Saigon. A greenhouse-like building creates a “day out in the field” experience thanks to its vegetable garden and a pond surrounded by trees. The team designed the space to be an educational center where guests can learn about sustainability.

In September 2020, they found a way to translate the values the company was founded on — compassion, kindness and hope — into a campaign that demonstrates its founders’ mission to "Make the World Smile for Peace, One Pizza at a Time".

To mark International Day of Peace, Pizza 4P’S commissioned Ki Saigon, a leading boutique creative agency, to bring this mission to life. The company believes that peace is the one cosmic ingredient that makes everything better. Armed with this brief, Ki Saigon came up with a concept where the signature cooking ingredients of the nations with a history of conflict come together harmoniously in one recipe.

The process of experimentation, supervised by chefs Shotaro Hirukawa and Natsumi Kobayashi, took many months and resulted in three individual Peace Pizzas combining the ingredients from India and Pakistan on one, Israel and Palestine on another, and lastly, the China and USA Peace Pizza.