Crust Pizza is offering free ‘slices of sympathy’ to Queensland residents after State of Origin loss

Crust Pizza is comforting fans of the Queensland Maroons after their game three and series loss, by offering free pizza to Queensland residents.

303 Mullen Lowe worked on the ‘Slices of Sympathy’ campaign with Media Hub, to secure OOH, social and digital placements in both Queensland and NSW so that the activation would launch as the winner of the game was announced.

Crust Pizza is offering free ‘slices of sympathy’ to Queensland residents after State of Origin game three

The tagline of the campaign is ‘Queensland didn’t deliver, so we will’.

Crust Pizza divisional marketing manager, Zoe Jacovou, said that for some, taking home a free pizza would be better than taking home the State of Origin trophy.

“This week is one of the biggest in the year for us, and we briefed 303 Mullen Lowe on an idea to keep the momentum going beyond game night,” Jacovou said.

“This campaign leverages two of Australia’s great passions – sport and pizza. We think that pizza is the ultimate comforter, so what better way to nurse a broken sporting heart than to eat it.

“While taking home the trophy last night is a big deal for New South Wales, so too is free pizza so what better way to stick it to the winners?”, she concluded.

303 Mullen Lowe ECD, Gary McCreadie, said: “It’s not like I was rooting for New South Wales to lose, but if I’m choosing between a New South Wales victory and a free Crust pizza, then I’ll take the pizza every time.

“Every brand wants to be noticed during these big sporting events. It’s great that Crust are offering something for people to enjoy rather than just being part of the noise.”

Andrew Livingston, Media Hub managing director, said: “Given we’re a hyper-bundled offering and we share the same roof, it allowed us to take this brief and respond in a totally integrated way.

“The media was executed as a dynamic real time activation, with an integrated back end that was entirely dependent on the result of the game.

“Thanks to the support of media partners, QMS and Bench, the campaign went live in Queensland minutes after the final whistle of the decider game, whilst the pain of the loss was still fresh.”


Crust Pizza
Divisional Marketing Manager: Zoe Jacovou
Senior Brand Manager: Kate Clarke

303 Mullen Lowe
ECD: Gary McCreadie
Creative Director: Dave Roberts
Copywriter: Craig Merrett
Art Director: Zac Goldberg
Group Business Director: Ben Glasson
Business Executive: Kristina Martin
Chief Strategy Officer: Jon McKie
Social Media Director: Emma-Jaye Bernhardt
Managing Partner, PR + Social: Lori Susko
PR Account Director: Catherine Sumner

Media Hub
Managing Director: Andrew Livingston
Head of Comms Planning: Phillip Ely
Client Manager: Renee Meznarsic
Social Media Manager: Jana Mehrtens
Planner Buyer: Alice Bui
Account Coordinator: Olivia Morrison


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