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Experiential
Crust Pizza: Upper Crust Big Bike Banquet
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Chilling at home and ordering pizza is an integral part of Australian culture. We all know Pizza is the ultimate comfort food but it’s not exactly fine dining either. That said, Crust Pizza's gourmet Upper Crust range is a little bit more special than your average slice of pie. Sales of the premium range, however, were in decline and Traffik Sydney were given the task of turning that around by promoting the launch of four new Upper Crust varieties targeting the YMC demographic in the ultra-competitive Sydney and Melbourne markets.
Our response was to create an integrated experiential and social campaign that drove trial of the Upper Crust range and provided a unique brand experience. In doing so, we managed to reshape the public’s perception of Crust Pizza, which more than doubled sales of the Upper Crust range and absolutely smashed our client’s expectations.
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