cummins&partners has relaunched the revamped Rustica by McCain brand. The integrated ‘Share it like you made it’ campaign challenges preconceived frozen pizza notions with its newly elevated range of shareable pizzas. Quality ingredients generously adorn stone-baked crusts to deliver a truly delicious at-home pizza experience – perfect for our sociable audience.
The new platform taps into the pride we feel when we create and share a meal. We’ll buy the fancier ingredients, cook it for a little longer and maybe we’ll go as far as dusting off the “nice” glasses. But even if you haven’t made it, you can still be just as proud to share it… especially when it’s this delicious.
Sophie Lander, national managing director, cummins&partners, said: “It’s not every day you have the opportunity to relaunch a brand, and the campaign was a joy to bring to life in close collaboration with the McCain team and Director Will Horne.”
Heath Collins, national creative director, cummins&partners said: “In Rustica, McCain has developed a product of such quality that it demands a bit of a re-evaluation of what you can find in the freezer aisle. A frozen pizza option to suit a younger, more discerning audience, worth garnishing, and worth sharing with mates.”
Sara Black, marketing lead (retail pizza), McCain: “Socialising at home is a key space for this new audience. By offering an elevated at-home pizza experience we’re creating more moments for sharing, socialising and of course, eating. All whilst driving the reappraisal of frozen pizzas.”
cummins&partners integrated creative and media teams worked on the campaign, which launched across TV, cinema, OOH, BVOD, social and digital from September 17.
Client – McCain
Marketing Director ANZ – Swati Jain
Marketing Lead (Retail Pizza) – Sara Black
Senior Brand Manager (Retail Pizza) – Brianna Hurst
Assistant Brand Manager (Retail Pizza) – Jess Corcoran
creative:media agency – cummins&partners
Head of Media – Luke Maher
Media Director – Carla Bradshaw
Media Manager – Ashley Szmerling
Media Analyst – Nik Chandran
Media Executive – Renee Julian
National Managing Director – Sophie Lander
National Creative Director – Heath Collins
Head of Strategy – Phil Pickering
Associate Creative Director – Liam Jenkins
Art Director – Tiger Hongmung
Copywriter – Georgia Payne
Creative Services Director – Steven Tortosa
Account Director – Mitchell Buck
Account Manager – Tony Sriprom
Content Director – Matt Werkmeister
Design Director – Rowan Hammerton
Senior Retoucher – Ed Croll
Finished Artist – Emma Shaw
Editor – Aloysius Teo
Production Company – Airbag
Director – Will Horne
Producer – Selin Yaman
EP/ Head of Production – Martin Box
Managing Partner – Adrian Bosich
DP – Simon Ozolins
Offline Editor – Michael Houlahan @ Institute of Post
Grade – CJ Dobson @ Moodlab
Online Editor – Drew Moden @ Mr Fox
