Crust Delivers Slices of Sympathy
Crust Pizza tackled their much larger competitors by taking a challenger approach to Origins Night to connect with footy fans in key markets.
No one knew which media to release until the final game was done.
State of Origin is one of THE biggest pizza nights of the year, but as a category challenger Crust couldn’t hope to outspend the likes of Pizza Hut and Dominos for multi-million dollar sponsorships or Origin night meal deals. To take advantage of this occasion they needed to remove themselves from the pre-origin noise and do something no one else was going to do.
WHAT WE DID
For State of Origin, Crust Pizza offered the losing state “Slices of Sympathy”. Free pizza for all fans of the losing side across the country, available from the moment the final whistle blew. The only problem was, nobody knew who was going to win, so we had advertising teams on standby to tell people about it not just in social, programmatic and digital channels, but in a media first, large format out of home from minutes after the game was won by NSW.
incremental sales in Queensland Stores