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Crust taunts traditional pizza lovers with ‘adventurous’ campaign

For its latest campaign, Crust travelled to Naples, Italy, the birth place of pizza, to capture the reactions of locals to its versions of the classic dish.

In presenting its pesto chicken club, peking duck and vegan smokey BBQ pulled jackfruit to the outrage of Neapolitans, Crust is owning its position as anything but traditional.

Zoe Jacovou, Crust marketing manager, explained: “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 303 Mullen Lowe and Mediahub allows us great efficiencies by combining all creative, strategy and media buying under one roof.”

303 Mullen Lowe executive creative director, Scott Huebscher, said: “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.”

The OOH element shows images of the pizza with witty slogans, such as “Just like Nonna never made”.

The OOH execution for Crust

The campaign will run across on-demand TV, social, digital display, pay TV and OOH.

Earlier this year, Crust offered ‘slices of sympathy’ to residents of Queensland, following the Maroons loss of the State of Origin series.

Credits

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

Agency: 303 Mullen Lowe Sydney
Executive Creative Director: Scott Huebscher
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
Editor: Kelly Searancke
Editor: Tourist
Colourist: Matt Fezz

Production Company (Italy): A. Bruno Production Management
Antonio Bruno

Sonar Credits
Sound: Sonar Music
Sound designer: Timothy Bridge
FX editor: Joshua Pearson
Sonar Music EP: Sophie Haydon

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