It’s Not Pizza, It’s Crust Credits

Client/Brand: Retail Food Group

Agency: 303 MullenLowe Sydney

Editor: Tourist (Filmgraphics) & Kelly Searancke

Production: Filmgraphics (Australia) & A. Bruno Production Management (Italy)

DP: Louis English

It’s Not Pizza, It’s Crust

Crust had a problem. Despite its gourmet offerings, it was still lumped together in the minds of Australians as ‘just another pizza joint.’ We had to reposition Crust and separate it from the other traditional, cheap pizza competitors. To do that, we brought Crust pizza to the birthplace of tradition: Naples, Italy. There, on the ground, we captured authentic reactions from passionate, pizza-loving Neapolitans plucked right off the streets as they tried Crust for the first time. Their genuine, honest reactions proved our point: that this isn’t pizza at all. It’s something far more exciting than that. It’s Crust.