Everyday items get ‘Upper Crusted’ in new Crust Pizza campaign via Traffik, Freeform and MTV

Unlike regular high street pizza chains where the ingredients are formulaic and measured, Crust’s new Upper Crust pizzas are created by eye – and hand – making each one truly unique and hand-crafted, forming the essence of their upcoming ‘Upper Crusted’ campaign via Traffik and Freeform.

The campaign is launching with a series of videos produced by MTV, each documenting the making of quirky handcrafted creations – the first of which being the Crust pedal-powered dining table – in order to kick start a social conversation around consumers love for hand-crafted creations.

Brand experience agency Traffik will be taking the vehicular banquet around the country so everyone can experience the quality of handcrafted pizza.

Says Adam Harriden, lead creative at Traffik: “The people we’re talking to really appreciate the difference between a handmade jar light or a handmade palette herb garden versus a plastic factory clone. We’re showing them that the same can be true of pizza.”

Crust marketing manger Renee North said the campaign was about making moments that little bit more special with Crust.

Says North: “The Upper Crust dining experience celebrates our new Upper Crust pizzas; but it also celebrates the idea that the best experiences are those where you take a simple occasion and through your own creativity and design, make it that little bit more special.”

Throughout the campaign, consumers can jump on Facebook/CrustPizza to register themselves and a mate for the Upper Crust Banquet: a 100 person, waterfront, handcrafted dining experience featuring a whole heap of crafty characters and creations.