Take an inside look at Crust's new flavours and launch event
They have rolled out 4 new flavours and are serving them up to customers on bicycles. Read the full report here.
We take a closer look at what was involved, in this Q&A with Renee North, Crust Marketing Manager.
QSR Media: How did you come up with the concept?
North: To celebrate the launch of our four new Upper Crust pizzas we wanted to create a campaign that would engage our customers with an experience. The Upper Range are the top tier of our pizza range so we want to showcase why they are so special. Working with our agencies, Freeform and Traffik, we developed the idea of ‘Upper Crusting’ an experience to take it from ordinary to extraordinary, much like Crust’s Upper Crust pizzas take an ordinary occasion to make it a bit more special. This campaign utilises the current trends around upcycling and DIY popular among Crust’s fan base.
QSR Media: Tell us how the Gold Coast event went?
North: The first Upper Crust event was held at Pacific Fair on the Gold Coast. We had a constant stream of people who stopped by to enjoy our Upper Crust dining experience and sample a slice of our new Upper Crust pizzas. Over 4 hours we handed out 1,800 slices of pizza. We had some great reactions to the dining table bicycle and got great reviews on the new pizza flavours.
QSR Media: How has the response been on Facebook?
We revealed the new pizzas to our fans with some teaser riddles and clues. So far, the feedback has been great about all the new pizza combinations, but the most popular seems to be the Pulled Pork and Slaw, which is receiving rave reviews. We’ve recently launched a competition where fans can enter the draw to win a seat at the table for a huge dinner event in Melbourne or Sydney. We’ve had hundreds of entries already and are looking forward to treating our fans to an exciting Upper Crusted night out.
QSR Media: The 4 new flavours, tell us a bit about the product development, how did you come up with the flavours? are they unique in the pizza category?what's your expectation of the range?
North: The four new Upper Crust pizzas were developed by our Product Development Chef through significant consumer research and testing. We had several new flavours put to trial at our Neutral Bay store and these four pizzas were the most popular with our consumers. The pizzas are inspired by Southern American cooking trends as well as modern Australian flavours, and we think they push the boundaries on what customers expect on their gourmet pizzas.
