Crust Gourmet Pizza campaigns to win a Michelin star
Crust Gourmet Pizza is gunning for a Michelin star in a new campaign for its gourmet menus.
As well as a press campaign, created by Freeform, the advertiser has sent a letter to the Michelin Guide requesting Michelin star status.
Crust Gourmet Pizza’s new menu includes ingredients it considers Michelin worthy, such as Wagu beef with asparagus spears and marinated tiger prawns.
“Obviously we weren’t going to get one – Australia isn’t even on the Michelin Guide radar – but we figured we’d have a lot of fun trying,” said Freeform’s creative director, Richard Overall.
Overall added: “It’s one of those ideas which came quite quickly, and felt instantly right. We were thinking about how really, really gourmet these new pizzas are, and then it dawned on us – let’s try and convince the Michelin Guide to give Crust a Michelin Star.”
The campaign includes a competition running on Facebook. Among the prizes is a Gourmet Dinner Party Hamper, including wine, dinner setting and the new pizzas, and a trip to Paris to dine at a Michelin Star restaurant.
The letter to Michelin Group:
- Client’s Marketing Manager: Jaimie-May Surridge
- Agency: Freeform
- Account Director: Camey O’Keefe
- Account Manager: Sara Eichmann
- Creative Director: Richard Overall
- Writer: Dan Forrestal
- Art Director: Tyson Sheean
‘Obviously not going to get one’…you’re dead right Richard, but not for the reason you mention. Michelin ranks restaurants….not take away only pizza joints. Consumer benefit in all this???
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Dear Anonymous,
Consumer benefit in all this: Let them know Crust has new pizzas which are very gourmet.
Rather simple really.
Indeed, yes, Michelin rank restaurants, not pizza joints. But that’s precisely why we did it. It’s been obvious to everyone we’ve shared it with, and given the entries in the competition at this early stage, Crust’s customers agree.
As your comment proves, there are always people who take ideas extremely literally, and others who are able to see it for what it is – a bit of fun. As a picture of Napoleon holding a slice of pizza might suggest.
Cheers,
Richard Overall
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Their pizzas are delicious but they are ridiculously expensive. I gave up on them when they started charging for delivery.
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Brilliant idea
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Dissapointing comment from Anonymous, can’t see what value there is in posting something like that….
its a great idea and refreshing to see an advertiser clearly aware of its limitations but bold enough to have a bit of fun with the consumer at its own expence.
Good luck!
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I admire Crusts marketing efforts in general
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Love the work… It’s a nice piece to prove a point of quality and gets talkability that lasts longer than the average piece of creative would.
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This isn’t genius, but gosh, it’s good. Simple, clever, talkable. Nice work.
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I just ordered a Hawaiian and bugger me, bloody Napoleon delivered it.
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I like this idea. Nice patience Richard with pizza-moron.
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Is that supposed to be a link to the letter at the end of the article? If so, it isn’t working
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Richard this is a great idea but why say “obviously we weren’t going to get one” in teh press release. noone will go along with it now. Yo’ve had the idea and orgasimed in the same release. Missed opporunity.
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Hi Anon,
I’ve tinkered with the link and the letter should be displaying now. Thanks for letting us know.
Cheers,
Robin – Mumbrella
Is the news the new menu, the star quest, or the competition?
For something that’s ‘simple really’, this seems to have a lot going on that could disguise the news of the new menu (or is that not really newsworthy?)
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Nice one Crust and Freeform!
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An innovative campaign slogan, and it catches the eye. However, it’s an ill-concept to assume particular ingredients are Michelin worthy. There are several gradings of Wagyu beer and unless you guys serve 9+ fillet slices on your pizza, this is nothing more than hurling catch-phrases at the customer. Michelin is about the gastronomic experience than merely “expensive” pizza toppings. btw there are a couple of Italian pizza joints with Michelin stars..
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