McCain targets time-poor pizza lovers in new Rustica campaign

McCain is promoting its Rustica Pizza in a new ad featuring a woman seemingly baking her own wood-fired pizza.

McCain is currently pitching its creative account but is still using incumbent agency TBWA Melbourne until an agency is appointed.

The 30-second ad shows a woman walking through her garden to her house where she makes her own dough and pizza in a wood-fired oven.

The McCain Rustica Pizza campaign also consists of some 15-seconds ads which play off the home-made pizza idea but cut to a woman pulling the pizza from an oven as the voiceover says “Tastes like you lovingly kneaded the sourdough base and plucked fresh herbs straight from your window sill, but you didn’t, because you just got home from work”.

The 15-second ads promote the spinach and mozzarella and four cheese pizza.

McCain also released a Rustic Chips 15-second ad which shows a farmer pick up a potato, look at the peeler and then drop it and bury it in the dirt so he doesn’t have to skin the vegetables.


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