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Crust Pizza Sticks it to Tradition to show Neapolitans Gourmet Pizza

Creative 223 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.”

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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 MullenLowe 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)

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)

Production Company (Italy): A. Bruno Production Management

Lead: Antonio Bruno

Sonar Credits

Sound: Sonar Music

Sound designer: Timothy Bridge

FX editor: Joshua Pearson

Sonar Music EP: Sophie Haydon

Categories: Food, Pizza

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