PR agency Agent99 was appointed to support the opening of iconic Naples-born pizzeria L’Antica Pizzeria Da Michele’s first Australian restaurant in Sydney on 5 December 2025.
The announcement:
Award winning independent PR agency Agent99 is thrilled to announce the addition of iconic Naples-born pizzeria L’Antica Pizzeria Da Michele to their client roster. Agent99 will support the opening of their first Australian restaurant in Sydney on Friday December 5th.
Da Michele rose to fame 15 years ago after a cameo in the 2010 film Eat Pray Love, and now has 80 locations worldwide. The Sydney opening will offer pizzas from $18 and aims to preserve the authenticity of traditional Neapolitan cuisine. The pizzeria’s art form, recognised by UNESCO in 2017 as part of the Intangible Cultural Heritage of Humanity, celebrates centuries of tradition, skill and social ritual.
The launch will feature top-grade Italian ingredients and imported equipment, including ovens from Naples, to maintain an authentic experience. Agent99 will manage a comprehensive launch program including a media and influencer event, strategic media relations, targeted media hosting, and a year-long social media and content strategy.
Sharon Zeev Poole, Founder and Director of Agent99, said: “Hospitality has always been a specialty area of ours, and we’re so excited to be joining the Da Michele team to introduce Australians to the world’s most legendary pizzeria. It’s a privilege to support their growth into this market.”
Giuseppe Costagliola from Da Michele added: “From our first meeting, Agent99 stood out as an agency that was highly collaborative and creative. That’s just the type of partner we were looking for when bringing this historic brand to Australia. We have absolute trust that they will honour the legacy of our pizzeria as we open doors here in Sydney.”
Source: Agent99
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Dining and Cooking