303 MullenLowe: Crust gets edgy

303 MullenLowe and Mediahub have produced their first work for Crust Gourmet Pizza Bar. Work that can’t help but be noticed in a category that tends to stick to what’s tried and true.

Their Live Life on the Crust campaign is spearheaded by a series of animated 15 second spots in which Crust’s more adventurous pizza ingredients are heroes in weird and wonderful ways. The campaign positions Crust as a challenger to the bland, and will live everywhere from radio, outdoor and television to Crust’s own pizza boxes and uniforms. And it targets Australian food lovers, who have grown up watching cooking shows and look for new flavour experiences.

Zoe Jacovou, divisional marketing manager at Crust Pizza, commented, “From the outset, Mediahub and 303 MullenLowe have worked together to deliver a campaign that will not only engage our customers but impassion our Franchise Partners and their staff. ‘Live life on the Crust’ is a positioning that feels true to the DNA of our brand, and our Franchise Partners have really embraced it.”

David Roberts, creative director of 303 MullenLowe, added, “Today, we fulfilled a lifelong ambition: making an ad that features a cowboy riding a giant prawn. Thank you to the Crust Pizza clients for making this possible.”

Crust Pizza is the latest in a succession of new business wins for Mediahub Australia, which has also added Laser Clinics Australia and Magellan to its roster of existing clients, that includes Netflix, Western Union, TK Maxx, Harley-Davidson, Fujitsu Australia and Braintree.