California Pizza Kitchen turned 40 this year, but nobody seems to care about brand birthdays. So instead of a typical celebration, CPK channeled their innermost Californian and did something that would get the whole country talking: they spiraled into a delusional, hype culture-inspired midlife crisis.

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For three chaotic days, the internet lit up with confusion, curiosity, and commentary—until Busy Philipps, former CPK hostess and longtime fan, showed up to stage an intervention and remind them who they really are.

 

The work generated 3.7 billion earned media impressions and a 300% increase in organic engagements on social, catapulting a midsize pizza chain to the very top of the cultural conversation.