Search

MORE NEWS
MARKETING/ADVERTISING | Staff Reporter, Australia
Published: 23 Jun 10
1664 views


Crust Gourmet Pizza Bars appoints Freeform for its brand strategy

Following a competitive pitch against three other companies, creative agency Freeform won and will implement Crust’s brand strategy and advertising campaign.

Freeform will provide a full suite of strategic and creative services for Crust including brand strategy, design, advertising, content and digital aimed at building brand awareness in new markets and establishing Crust as the brand leader in gourmet pizza delivery Australia-wide.

CEO and co-founder of Crust, Michael Logos, said Freeform came to the table with big ideas that will underpin Crust’s future growth. “We need to really amplify and elevate our brand communications while still retaining our position as a boutique chain.”

“Freeform was a clear standout because they demonstrated a deep understanding of the Crust brand and our tall ambitions. The agency presented a powerful brand message that can be extended across a wide range of channels,” Logos added.

Creative Director at Freeform, Richard Overall, said, “Crust just gets it when it comes to marketing their brand. They don’t limit themselves to price and product advertising; they truly understand what it takes to build a brand and the way we distilled what Crust stands for into a strong brand platform clearly struck a chord in the pitch.”

“Crust is all about being a first-mover, pushing the boundaries, and challenging people’s perceptions of pizza. At Freeform our manifesto is to challenge conformity, so we’re thrilled to be partnering with a like-minded business that thinks outside the square,” Overall added.

Freeform worked closely with media agency Mindshare and digital strategy consultants Slim Jannie in its response to the brief. The trio will continue their strong working relationship to service the account.

The brand campaign, including print, outdoor and radio advertising, digital executions and in-store creative will launch in September.

Freeform is a Melbourne-based independent creative agency with clients including South Melbourne, Mountain Goat Brewery and Epicure.

Crust Gourmet Pizza Bars, founded in Sydney in 2001, has quickly grown from four to more than 50 stores across the Eastern Seaboard. One of the fastest growing franchises in the country by revenue, Crust will add 40 stores to its ranks this year expanding internationally to Singapore and nationally into South Australia, Tasmania and West Australia.



Sign up for our newsletter

 

Do you know more about this story? Contact us anonymously through this link.

Click here to learn about advertising, content sponsorship, events & rountables, custom media solutions, whitepaper writing, sales leads or eDM opportunities with us.

To get a media kit and information on advertising or sponsoring click here.

Tags: Crust Gourmet Pizza Bars, Freeform

LATEST MARKETING/ADVERTISING JOBS »
MOST READ EXCLUSIVES

Eagle Boys introduces Pizza Pies

Eagle Boys introduces Pizza Pies

An Australian take of an American favourite.

by STAFF REPORTER
21 May 2014 | 1595 views
 

Paleo Café kicks off aggressive expansion this year

Paleo Café kicks off aggressive expansion this year

Expands locally and overseas.

by STAFF REPORTER
30 May 2014 | 1220 views

Find out how Sumo Salad's new brand experience has seen sales soar by 50%

Find out how Sumo Salad\'s new brand experience has seen sales soar by 50%

New mantra and big changes in SumoSalad, in an effort to improve food and customer experience.

by STAFF REPORTER
22 May 2014 | 1219 views
 

Domino's takes cue from customer requests, now offers $4.95 pizzas everyday

Domino\'s takes cue from customer requests, now offers $4.95 pizzas everyday

Extends 'Cheaper Two Days' promo. Initially held on Mondays and Tuesdays, the promo has now been extended to offer the Domino's Value Range from only $4.95 pick up every day of the week.

by STAFF REPORTER
24 Jun 2014 | 785 views

First shipping container coffee shops open at Brisbane Domestic Airport

First shipping container coffee shops open at Brisbane Domestic Airport

A The Coffee Club franchise.

by STAFF REPORTER
17 Jun 2014 | 700 views
 

Yum! Restaurants International to share its expertise on product development at the QSR Media Conference

Yum! Restaurants International to share its expertise on product development at the QSR Media Conference

Fritz Meyer, Chief Food Innovation and Technology Officer at Yum!

by STAFF REPORTER
5 Jun 2014 | 672 views

KFC announces another eco-friendly initiative

KFC announces another eco-friendly initiative

Old Uniforms to be re-purposed.

by STAFF REPORTER
5 Jun 2014 | 672 views
 

Burger Urge appoints industry heavyweight Tom Potter as it moves for National Expansion

Burger Urge appoints industry heavyweight Tom Potter as it moves for National Expansion

Growth plans to be executed in the next few years.

by STAFF REPORTER
4 Jul 2014 | 602 views

Fresh Hot Chips—Delivered

Fresh Hot Chips—Delivered

Take-away orders are on the rise; meet the chips that will stay crispy for the ride home.

by STAFF REPORTER
21 Jul 2014 | 556 views
 

Pie Face considers strategic geographical expansion across Australia and overseas

Pie Face considers strategic geographical expansion across Australia and overseas

In new metropolitan and regional areas.

by STAFF REPORTER
9 Jun 2014 | 539 views

Original founder of Crust serves up Greek street food with a twist

Original founder of Crust serves up Greek street food with a twist

Partners up with Pony Dining Group.

by STAFF REPORTER
2 Jul 2014 | 536 views
 

Bruce Feodoroff, Operations Manager of Brumby’s Bakery

 Bruce Feodoroff, Operations Manager of Brumby’s Bakery

On connecting with Franchisess, exciting transformations and integrity.

by STAFF REPORTER
4 Jun 2014 | 512 views

QSR Media Awards Winners Announced!

QSR Media Awards Winners Announced!

QSR Media today recognized and celebrated the very best of the Australian quick service and fast casual industry.

by STAFF REPORTER
30 Jul 2014 | 484 views
 

McDonald's launches World Cup burgers; Pizza Capers and Eagle Boys adds new pizza range to their menu

McDonald\'s launches World Cup burgers; Pizza Capers and Eagle Boys adds new pizza range to their menu

Find out what the QSR's have been up to on social media this week.

by STAFF REPORTER
26 May 2014 | 475 views

Jamaica Blue enhances store design

Jamaica Blue enhances store design

In an effort to stay relevant.

by STAFF REPORTER
21 May 2014 | 446 views
 

Mark Ramos, National Operations Manager of LeWrap

Mark Ramos, National Operations Manager of LeWrap

On rewarding work, customer service and priorities.

by STAFF REPORTER
24 Jul 2014 | 444 views

Dan Gallo, Chief Executive Officer of Degani

Dan Gallo, Chief Executive Officer of Degani

On increasing shareholder return, brand accountability and supporting franchisees.

by STAFF REPORTER
9 Jul 2014 | 431 views
 

Wage rate calculations now free for QSRs

Wage rate calculations now free for QSRs

Employee Relations Strategies offers the service free of charge.

by STAFF REPORTER
22 May 2014 | 414 views

Jacob Spencer, General Manager of Salsa's Fresh Mex Grill

Jacob Spencer, General Manager of Salsa\'s Fresh Mex Grill

On exciting customer tastebuds, no compromises and listening to customers.

by STAFF REPORTER
21 May 2014 | 395 views
 

Designing a QSR: Store layout and design

Designing a QSR: Store layout and design

Three leading industry experts share what they consider when designing quick service restaurants.

by STAFF REPORTER
23 May 2014 | 367 views

Jai Hobbs, Chief Executive Officer of The Paleo Cafe

Jai Hobbs, Chief Executive Officer of The Paleo Cafe

On what drives him, equality and brand passion.

by STAFF REPORTER
3 Jul 2014 | 366 views
 

Pizza Capers announces a spicy partnership

Pizza Capers announces a spicy partnership

Teams up with hot sauce masters.

by STAFF REPORTER
28 May 2014 | 361 views

Do you want your chain to have a 15-minute queue stretching around the corner?

Do you want your chain to have a 15-minute queue stretching around the corner?

SMH's The Good Food Guide recently reported on long queues for hot brand Gelato Messina in the weekend edition of their newspaper.

by STAFF REPORTER
23 Jun 2014 | 354 views
 

Designing a QSR: Conceptualizing design and construction challenges

Designing a QSR: Conceptualizing design and construction challenges

From design to construction.

by STAFF REPORTER
30 May 2014 | 321 views

Pizza Hut hints of big announcement; Domino's gives away pizzas; The Coffee Club's new winter menu items

Pizza Hut hints of big announcement; Domino\'s gives away pizzas; The Coffee Club\'s new winter menu items

Find out what the QSR's have been up to on social media this week.

by STAFF REPORTER
30 Jun 2014 | 320 views
 

Crust's new website; Mrs. Field's celebrate National Cookie Weekend; McDonald's introduces new sandwich wrap

Crust\'s new website; Mrs. Field\'s celebrate National Cookie Weekend; McDonald\'s introduces new sandwich wrap

Find out what the QSR's have been up to on social media this week.

by STAFF REPORTER
19 May 2014 | 316 views

Crust's new mobile ordering app; Muffin Break's new location; Zarraffa's Coffee Barista Team Challenge

Crust\'s new mobile ordering app; Muffin Break\'s new location; Zarraffa\'s Coffee Barista Team Challenge

Find out what the QSR's have been up to on social media this week.

by STAFF REPORTER
14 Jul 2014 | 306 views
 

The road to being a world class franchise chain, Noodle Box's evolution

The road to being a world class franchise chain, Noodle Box\'s evolution

From being a predominantly company-owned operation to a franchise.

by STAFF REPORTER
16 Jun 2014 | 299 views

Queenslanders lead QSR consumption

Queenslanders lead QSR consumption

QSR's performing well in QLD.

by STAFF REPORTER
19 May 2014 | 291 views
 

La Porchetta enters into agreement with Fair Work Australia

La Porchetta enters into agreement with Fair Work Australia

Sara Pantaleo, CEO La Porchetta, responds to media stories that a La Porchetta franchisee has been fined for underpaying staff.

by STAFF REPORTER
13 Jun 2014 | 287 views
close Don't Show Again

STAY INFORMED! Get our free weekly newsletter