Crust launches first TVC in three years via Poem
Crust Pizza has launched a new brand platform in its first TV since 2019, via indie creative comms agency Poem.
Poem has been working with Crust on a project basis since August, following the delivery of the pizza chain’s Crust x Milky Lane Pizza-Burger, with the campaign marking the first TVC to come from the partnership. The TVC was created via the agency’s Poem Studio arm.
The new platform, ‘Thank Crust’, speaks to the frustrating moments in which you can breathe a sigh of relief when dinner is sorted, using ‘relatable humour’ to target Crust’s primarily millennial audience.
The campaign launches with a national TVC in partnership with Channel 9, as well as SVOD, social. digital and display.
In the 30-second hero spot, a man enters his home after work with an armful of groceries, slipping and throwing dinner ingredients across the rooms. The calamity is resolved when a delivery of Crust pizza saves the day.
Crust marketing manager, Alana Wilson said: “We use fresh, premium ingredients and are proud of the daily preparation that goes into each and every one of our pizzas. We’re delighted to bring a campaign to market that uses our playful tone of voice to articulate our brand essence of uncompromised quality. We know there are moments in life where a deliciously fresh pizza, delivered to your door can be a saviour, especially for busy Millennial families.”
Poem managing partner and head of studio, Katie Raleigh said: “It’s great to be working with Crust again after the successful launch of the Crust x Milky Lane burger pizza / pizza burger collaboration. Crust has a really strong point of difference in the market and our ‘deeply human’ approach and multi-disciplined team across paid, owned and earned has helped drive efficiencies and create platform first content across every channel”.
Credits
Client: Crust Pizza
Client lead: Alana Wilson, Marketing Manager
Client project lead: Zak Marr
Creative and brand strategy : Poem
Production: Poem Studio and Brightworks
Media agency: Yom
It’s good. Nice and short. The actor is great.
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