Peach
dlmdd
Wake The Town
Gear Seven/Arc Studios/Shift
liahome
mo-sys
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Crust Pizza Sticks it to Tradition to show Neapolitans Gourmet Pizza

254

ADD TO COLLECTION

The campaign from 303 MullenLowe Sydney takes Australian pizza to the people of Naples

Crust Pizza Sticks it to Tradition to show Neapolitans Gourmet Pizza

Crust Pizza has unveiled a new campaign from 303 MullenLowe that sees the Australian leader in gourmet pizza travel to Naples, Italy, the birthplace of pizza to prove that Crust is anything but traditional.

The new campaign 'It’s not pizza. It’s Crust' launches nationally this month across on-demand TV, social, digital display, pay TV and OOH.

As part of the campaign, Crust plucked locals straight off the Italian streets, asking them for their thoughts on Crust’s 'sacrilegious' version of the local dish.

The campaign captures the authentic reactions of these passionate pizza traditionalists as they experience Crust’s gourmet offerings the likes of Pesto Chicken Club, Peking Duck, Vegan Smokey BBQ Pulled Jackfruit and more. The film shows the Neapolitans’ anger to surprise, confusion to joy… and a small riot in a local marketplace.

Zoe Jacovou, Crust’s marketing manager said: “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 303Mullenlowe and Mediahub allows us great efficiencies by combining all creative, strategy and media buying under one roof.”

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.”

CREDITS

Brand
Agency / Creative
Production
Music / Sound
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Categories: Food, Pizza

303 MullenLowe, Wed, 04 Dec 2019 05:29:53 GMT