Crust Pizza: Flipping the Script on National Pizza Day

Campaign and Content Design, Corporate, Consumer and Institutional Communications, Influencer, Public Relations, Social

The Challenge: Cutting Through a Noisy National Pizza Day

National Pizza Day is packed with brand noise—everyone’s offering free slices in a bid for attention. But Crust wanted to take a bold, unexpected approach:

Skip the tired free pizza promos
Generate authentic buzz and brand love
Drive site traffic, social engagement and sales
Reinforce Crust’s place as a culturally fluent, customer-first brand

Strategic Insight: From Pizza Parties to Real Recognition

We tapped into a familiar but uninspiring ritual: the office pizza party. While pizza might briefly lift spirits, it rarely reflects real appreciation.

The strategy? Flip the cliché. On a day all about pizza, we offered the one kind of dough Aussies actually want: cold, hard cash.

Creative Concept: Crust’s National Pizza Day Bonus

No lukewarm slices. No polite workplace applause.

We launched the Crust National Pizza Day Bonus — inviting Aussies to nominate themselves or a mate for a well-earned cash reward. Entries were collected via the Crust website, and winners announced across social on the big day.

The campaign roll-out included:

Meme-driven social content for relatability and shareability
Culturally fluent influencer engagement to build momentum
A PR push that helped Crust dominate the conversation
Paid support to scale visibility and drive participation

Results: Massive Engagement and Market Share of Voice

19.3%

19.3% increase in website traffic from organic social

53.7%

53.7% growth in social followers

80%

80% PR share of voice for National Pizza Day (vs. Domino’s 14%, Pizza Hut 6%)

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