Crust marketer aims for unfair share of attention with marketing plan

Latest campaign launch part of a strategic effort to build the brand's premium, innovative position in a disrupted QSR market

Cementing its position as a premium QSR brand and becoming the stand out pizza choice in a disrupted food delivery market lie at the heart of Crust’s brand overhaul and fresh campaign work this month.

The company’s latest campaign launch using the moniker ‘It’s not pizza. It’s Crust’, debuted last week in the Australian market across on-demand TV, social, digital display, pay TV and out-of-home. The humour-laden creative approach sees the gourmet pizza brand travel to the home of pizza, Naples in Italy, as a way of demonstrating its products are non-traditional, asking locals what they think of its menu options.

The campaign was developed with 303 MullenLowe Sydney and its Mediahub division, and centres around footage of Neapolitans exhibiting anger, surprise, confusion, joy and a small riot in a local Naples marketplace upon being presented with pizza options from Crust.

Crust marketing manager, Zoe Jacovou, told CMO the campaign is the latest example of how the brand is seeking to not only be relevant, but stand out in what has become a disrupted food marketplace.

“We often talk about relevance as marketers – in 2020, we are not only going for that, but to be the stand out choice,” she said. “The competitive landscape shifted in the last five years. Every type of food can be delivered thanks to food delivery aggregators.

“Our mantra to be relevant but standout is about talking to that environment we are operating in.”

The campaign ties into a three core strategies Crust is harnessing in its marketing going into 2020, Jacovou said. The first is brand rejuvenation work that commenced last year to transform the brand’s visual identity in time for its 20th birthday shortly.

For the past year, work has focused on brand identity elements, from the logo to pizza boxes and online. The next step is to revamp physical identity, and Jacovou is in the midst of a national roadshow to sell the new brand look to franchisees.

Within the QSR ecosystem, Crust has typically been towards the premium end of the space, and the new brand look and feel aims to emphasise that, she said.  

Second on the marketing strategy priority list for 2020 is market-leading menu innovation, something Jacovou said was core to the company’s DNA. More recent product launches have seen Crust putting plant protein as well as smoky beef brisket and Moreton Bay bugs on its pizzas, and ramp up its ‘free from’ range.

The third pillar is what Jacovou described as “campaign heartland” and building Crust an “unfair share of attention” in the market. To do this, the brand is exploring different campaign executions and activations. This includes addressable TV, demographic and geographic targeting, data-driven online pre-roll media and better harnessing first and third-party data.

“New this year is us hunting down activations to bring that unfair share of attention to life,” Jacovou said. “For instance, we’re looking at untraditional times for pizza, where we will burst into the market to build that word-of-mouth and get that consumer buzz going.”

Influencer marketing has been part of this approach, and Crust has invested in both macro and micro executions as a way of lifting its share of voice. One recent example was tapping into influencers to lift its presence in the vegan community.

In addition, investment continues into Crust’s ecommerce platform, with strong focus on mobile and mobile app capability. Off the back of the last six months of development work, Jacovou noted increased conversion rates both online and view its app, as well as a rise in mobile app downloads.

To support efforts, Crust has brought on an ecommerce manager and a digital marketing specialist, and she cited ongoing investment in CRM and marketing automation.

“We have a lot of first-party data as an commerce business… so having that continually evolving CRM platform and insight on our customers is key,” Jacovou added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia. 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

We would like to invite you to the Virtual Exhibition about IoT Trends in 2020, 7 - 9 July, organised by Must.We developed a new B2B matc...

hayfa

Want to master digital transformation? Stop thinking about your own problems

Read more

We have been trying to help our clients through this time. I think the important thing is clear communication! We also created some check...

Erin Payne

Is COVID-19 the right time for a positive marketing campaign?

Read more

Very good article Sagar. Congrats! It's exactly what we are doing at Dafiti and it's very important have you close to us into this journey.

Roosevelt Junior

Making Your Organisation Data-Driven [MYOD] - Data-driven marketing - CMO Australia

Read more

Corporates should be innovating to stay relevant and disrupt the market and collaborating with startups is easily the best way to go for ...

Diana

How your company can innovate its way through the COVID-19 crisis

Read more

Very welll written Sagar and gives an excellent overview for data strategy for an orgaanization!

Ritvik Dhupkar

Making Your Organisation Data-Driven [MYOD] - Data-driven marketing - CMO Australia

Read more

Blog Posts

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Younger demos thought lost are now found: But what about the missing money?

There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.

Michael Stanford

Head of 10 Imagine and national creative director, Network 10

Sign in