McCain relaunches Rustica Pizza in ‘Share it like you made it’ campaign via cummins&partners

cummins&partners has relaunched the revamped Rustica by McCain brand. The integrated ‘Share it like you made it’ campaign challenges preconceived frozen pizza notions with its newly elevated range of shareable pizzas.

 

cummins&partners integrated creative and media teams worked on the campaign, which includes TV, cinema, OOH, BVOD, social and digital.

Says Sophie Lander, National Managing Director, cummins&partners: “It’s not every day you have the opportunity to relaunch a brand, and the campaign was a joy to bring to life in close collaboration with the McCain team and Director Will Horne.”

Adds Heath Collins, National Creative Director, cummins&partners: “In Rustica, McCain has developed a product of such quality that it demands a bit of a re-evaluation of what you can find in the freezer aisle. A frozen pizza option to suit a younger, more discerning audience, worth garnishing, and worth sharing with mates.”

Says Sara Black, Marketing Lead (retail pizza), McCain: “Socialising at home is a key space for this new audience. By offering an elevated at-home pizza experience we’re creating more moments for sharing, socialising and of course, eating. All whilst driving the reappraisal of frozen pizzas.”

 

Client – McCain
Marketing Director ANZ – Swati Jain
Marketing Lead (Retail Pizza) – Sara Black
Senior Brand Manager (Retail Pizza) – Brianna Hurst
Assistant Brand Manager (Retail Pizza) – Jess Corcoran

Creative:media agency – cummins&partners
Head of Media – Luke Maher
Media Director – Carla Bradshaw
Media Manager – Ashley Szmerling
Media Analyst – Nik Chandran
Media Executive – Renee Julian
National Managing Director – Sophie Lander
National Creative Director – Heath Collins
Head of Strategy – Phil Pickering
Associate Creative Director – Liam Jenkins
Art Director – Tiger Hongmung
Copywriter – Georgia Payne
Creative Services Director – Steven Tortosa
Account Director – Mitchell Buck
Account Manager – Tony Sriprom
Content Director – Matt Werkmeister
Design Director – Rowan Hammerton
Senior Retoucher – Ed Croll
Finished Artist – Emma Shaw
Editor – Aloysius Teo

Production Company – Airbag
Director – Will Horne
Producer – Selin Yaman
EP/ Head of Production – Martin Box
Managing Partner – Adrian Bosich
DP – Simon Ozolins
Offline Editor – Michael Houlahan @ Institute of Post
Grade – CJ Dobson @ Moodlab
Online Editor – Drew Moden @ Mr Fox