Crust Pizza has unveiled a new campaign from 303 MullenLowe that sees the Australian leader in gourmet pizza travel to Naples, Italy, the birthplace of pizza to prove that Crust is anything but traditional.
The new campaign “It’s not pizza. It’s Crust” launches nationally this month across on- demand TV, social, digital display, pay TV and OOH.
As part of the campaign, Crust plucked locals straight off the Italian streets, asking them for their thoughts on Crust’s “sacrilegious” version of the local dish.
The campaign captures the authentic reactions of these passionate pizza traditionalists as they experience Crust’s gourmet offerings the likes of Pesto Chicken Club, Peking Duck, Vegan Smokey BBQ Pulled Jackfruit and more. The film shows the Neapolitans’ anger to surprise, confusion to joy… and a small riot in a local marketplace.
Says Zoe Jacovou, marketing manager, Crust: “Operating in a such a competitive market, Crust’s comms always need to deliver an unfair share of attention for the brand – and this is exactly what 303 have delivered. We’re thrilled with the campaign which really captures our adventurous nature.
“Working with the integrated offering of 303Mullenlowe and Mediahub allows us great efficiencies by combining all creative, strategy and media buying under one roof.”
Says Scott Huebscher, executive creative director, 303 MullenLowe: “With this campaign we killed two birds with one stone. We repositioned Crust to its rightful place as the most gourmet, innovative pizza offering in Australia while angering and confusing over a million pizza- loving Neapolitans at the same time. It was a win-win.”
Client: Crust Pizza (owned by Retail Food Group)
Divisional Director QSR: Renee North
Divisional Marketing Manager QSR: Zoe Jacovou
Senior Brand Manager QSR: Kate Clark
Creative Agency: 303 MullenLowe Sydney
Executive Creative Director: Scott Huebscher Creative
Creative Director: Adam Whitehead
Creative Director: Sean Larkin
Copywriter: Craig Merrett
Copywriter: Molly Cathcart
Art Director: Zac Goldberg
Group Business Director: Ben Glasson
Business Executive: Kristina Martin
Head of Broadcast: Meredyth Judd
Senior Planner: Abbie Love
Social Media Director: Emma-Jaye Bernhardt
Head of Communications (Mediahub): Phil Ely
Production Company (Aus): Filmgraphics
Director: Mitch Green – Tourist
Director: Louis English – Tourist
Executive Producer: Anna Fawcett
Editors – Tourist and Kelly Searancke
Colourist – Matt Fezz
Production Company (Italy): A. Bruno Production Management – Antonio Bruno
Sound: Sonar Music
Sound designer: Timothy Bridge
FX editor: Joshua Pearson
Sonar Music EP: Sophie Haydon