In true California fashion, CPK commemorates turning 40 with an intentionally delusional rebrand.  

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American restaurant chain California Pizza Kitchen turned 40 this year, and with brand anniversaries everywhere, they needed to break through the noise. 

So instead of a typical celebration, CPK did what any true Californian would do—they spiraled into a delusional, hype-culture-inspired midlife crisis designed to get people talking. And it worked. 

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For three days, the internet buzzed with praise, confusion, and outrage. But one review stood out from the rest, with Busy Philipps—former CPK employee & certified brand superfan—roasting the rebrand on Instagram. Her reaction set the stage for the campaign’s final twist. Just a day after Busy’s takedown, the brand dropped their hero film, where Busy storms into CPK to stage an intervention and help the brand become, “40 and Fine With It.”