Crust Rewards Devastated Maroons Fans With Free Pizza In New 303 MullenLowe Campaign

Crust Rewards Devastated Maroons Fans With Free Pizza In New 303 MullenLowe Campaign
SHARE
THIS



Crust Pizza is rewarding the state that didn’t win this week with the leaders of gourmet pizza giving residents of Queensland free pizza off the back of one of the biggest sporting games of the year.

The campaign, created by 303 MullenLowe, entitled “Slices of Sympathy” sees Crust step in to console the team that didn’t take out Wednesday night’s decider – with Queensland given the gift of pizza to help mend their sporting heartbreak.

11172104_Crust_SOG_OOH_QLD_864x288_V2

The integrated campaign uses OOH, digital, social and in-store to let them know that free pizza is waiting for them, via Crust’s App.

Crust Pizza divisional marketing manager, Zoe Jacovou said: “This week is one of the biggest in the year for us and we briefed 303 MullenLowe on an idea to keep the momentum going beyond game night.

“This campaign leverages two of Australia’s great passions – sport and pizza.

“We think that pizza is the ultimate comforter, so what better way to nurse a broken sporting heart than to eat it.

“While taking home the trophy last night is a big deal for New South Wales, so too is free pizza so what better way to stick it to the winners?”

303 MullenLowe ECD, Gary McCreadie commented: “It’s not like I was rooting for New South Wales to lose, but if I’m choosing between a New South Wales victory and a free Crust pizza then I’ll take the pizza every time.

“Every brand wants to be noticed during these big sporting events, it’s great that Crust are offering something for people to enjoy rather than just being part of the noise.”

MullenLowe’s Mediahub worked on securing OOH, social and digital in both states in preparation for the series decider.

The real time activation then came to life as the winner of the game was announced.

MediaHub’s managing director, Andrew Livingston said: “Given we’re a hyper bundled offering and we share the same roof, it allowed us to take this brief and respond in a totally integrated way.

“The media was executed as a dynamic real time activation, with an integrated back end that was entirely dependent on the result of the game.

“Thanks to the support of media partners, QMS and Bench, the campaign went live in Queensland minutes after the final whistle of the decider game, whilst the pain of the loss was still fresh.”

CAMPAIGN CREDITS:

Crust Pizza
Divisional Marketing Manager: Zoe Jacovou
Senior Brand Manager: Kate Clarke

303 MullenLowe
ECD: Gary McCreadie
Creative Director: Dave Roberts
Copywriter: Craig Merrett
Art Director: Zac Goldberg Group
Business Director: Ben Glasson
Business Executive: Kristina Martin
Chief Strategy Officer: Jon McKie
Social Media Director: Emma-Jaye Bernhardt
Managing Partner, PR + Social: Lori Susko
PR Account Director: Catherine Sumner

Mediahub
Managing Director: Andrew Livingston
Head of Comms Planning: Phillip Ely
Client Manager: Renee Meznarsic
Social Media Manager: Jana Mehrtens
Planner Buyer: Alice Bui
Account Coordinator: Olivia Morrison

Please login with linkedin to comment

303 MullenLowe Sydney Crust pizza mediahub

Latest News

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union
  • Campaigns

Bankwest Unveils New Work Via Its Bespoke WPP Agency Union

Union, WPP AUNZ’s bespoke national group model created to service Bankwest, has launched a new national brand campaign for the visual-style terms and conditions the financial institution developed with the University of WA in a bid to make T&Cs more engaging for customers. Bankwest has rolled out visual terms and conditions for its Bankwest Easy […]

TikTok To Launch Web Series Supported By Screen Australia And Film Victoria
  • Media

TikTok To Launch Web Series Supported By Screen Australia And Film Victoria

The first ever web series to be funded by both Screen Australia and Film Victoria for TikTok, will launch on May 17. Produced by Hayley Adams and Michelle Melky, and directed by Logan Mucha, Scattered is a new queer drama comprised of 38 x 1-minute daily eps. It follows three best friends, Jules, Sami and […]

Schwartz Media To Launch Osman Faruqi’s The Culture Podcast
  • Media

Schwartz Media To Launch Osman Faruqi’s The Culture Podcast

Schwartz Media will extend its audio offering with a new culture podcast. Building on the success of its flagship daily news podcast 7am, and it’s growing arts and culture coverage, Schwartz Media is launching new podcast The Culture at the end of the month. Award-winning journalist, editor of 7am and pop-culture obsessive Osman Faruqi will […]

Attracting Customers With Horseshoe Magnet
  • Advertising
  • Opinion

How To Nurture Your Online Customers And Turn Them Into ‘Brand Evangelists’

Building a connection with existing customers is just as integral to any marketing strategy as winning new ones, but how do we turn customers into spokespeople for our brands? By Peggy de Lange, VP of international expansion at Fiverr It’s a well-known rule of thumb that it costs 5-times more to get a new customer […]

by B&T Magazine

B&T Magazine
Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’
  • Campaigns

Tooheys, 72andSunny, Vice And Gocsy Collaborate On ‘Proudly Ordinary’

In the next instalment of the ‘Proudly Ordinary’ campaign for Tooheys Extra Dry, Lion and 72andSunny continue their partnership with work from Vice and Aaron Gocs (Gocsy). Gocsy is a beloved icon of Australian outsider comedy who creates content for Vice and his own broadcast channels. As part of the highly successful ‘Proudly Ordinary’ brand […]

Have You Seen Trevor?
  • Marketing

Have You Seen Trevor?

Love an opinion piece with a mystery headline? You'll love this. Even more so if you're stuffing your gob with cake.

Opinion

by Kathleen Farmilo

Kathleen Farmilo