Frozen pizzas get their moment in the sun, as McCain launches new platform

McCain’s pizza brand Rustica has launched a new brand platform via creative agency Cummins&Partners, challenging the stereotype of pre-prepared food by proving that frozen pizza can also be gourmet.

The campaign was launched across TV, cinema, OOH, BVOD, social and digital this week. One of the 15-second spots pictured a dinner party where Rustica pizzas gained approval from the guests.


Freezer 15 seconds:

The agency described the ad as tapping into “the pride we feel when we create and share a meal.”

“We’ll buy the fancier ingredients, cook it for a little longer and maybe we’ll go as far as dusting off the ‘nice’ glasses. But even if you haven’t made it, you can still be just as proud to share it… especially when it’s this delicious,” a blurb for the campaign read.

Heath Collins, national creative director, Cummins&Partners said: “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.”

Sara Black, marketing lead (retail pizza), McCain, said: “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


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