Launching a
Social Enterprise in a Pandemic

Building a pizza shop with purpose.

What happened when a Chef, an ex Wieden & Kennedy Strategist and our Creative Director found an abandoned pizza restaurant in lockdown?

They set up a new social enterprise, a pizza shop with purpose, called Love Triangle and Chelsea FC just made an ad about it!

Love Triangle Pizza Balham
Whatsapp message

How did it happen?


“I think about food nearly as much as content. Ben and I have always shared this passion. After an excited call about a empty pizza place I’d seen locally, Ben messaged me back” 


“It’s the kind of plan you write on the back of a coaster in the pub, but this one actually happened. The right people, the right time and the right venue. We went from that chat, to having a restaurant in a few short months.”

“Billy nailed all ops, delivery tech integration and our tasty menu, Ben masterminded the brand positioning, TOV and marketing strategy and I designed the interior, guided the look and feel of branding and our visual presence on digital channels. The Flash Pack’s empty workshop was dedicated to fabrication for the fit out and our studio to creating content for PR, social and online”

Website Banner Food Photography Flat Lay

With The Flash Pack work picking up, Tyson is still involved but Billy & Ben do the heavy lifting and deserve a hats-off for their incredible work which has driven Love Triangle’s success.

With a meal going to Wandsworth foodbank for every pizza sold, Love Triangle has given away 20k meals since it opened its doors in August 2020 and The Flash Pack are proud to be a part of this journey.

Tyson was gutted he didn’t get to tread the boards for Chelsea’s ad shoot. Work at the Pack had him tied up. Luckily Will and Ben’s acting skills made the team proud.

The Founding Team


William “Billy” Griffiths – Chef Director and overall Head of Operations & taskmaster. Knows how big a pizza will be in millimetres by the size of the dough ball in your hand.

Ben Mason – Strategic mastermind and Head of Marketing. After years battling it out with the big boys in Adland propelling Love Triangle to success was a walk in the park.

Tyson – Everything visual: Interior design, content and site build and generally sticking in his creative oar to help make things pretty.

Vic – Master of Love Triangle finance, runs a spreadsheet-like she’s running the bulls of Pamplona.

See the full Love Triangle case study here.