Great pizza has been subverted for decades by the likes of Dominos and Pizza Hut with their low cost, low quality offer. We needed to change the conversation and re-establish pizza as a quality experience thanks to Crust.
Pizza had become a low value, gut-fill eating experience. At its core, pizza should be a fun, quality experience to be shared with friends.
We set about giving Crust new relevance beyond talking about their pizzas and ingredients.
We needed to excite and inspire our target audience about the total experience that Crust delivers.
Our content mission:
To reimagine what pizza and life can be when lived out of the box.
We plugged into culture creating a holistic collaboration with a band who exemplified living life out of the box: Peking Duk.
Unique reach: 4.48m people
OOH 2.9 million
Radio 3.8 million
Social 1.1 million
Social engagement: 149,000 likes, shares, comments
PR value $773 000
Cost per engagement 7 cents
130% increase in new customers
Mumbrella Awards Finalist Best Collaboration