McCain Relaunches Rustica Pizza Via Cummins&Partners

McCain Relaunches Rustica Pizza Via Cummins&Partners

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

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