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Melbourne, Australia

Freeform scoops up Crust Pizza in three-way pitch

Australian Franchise News – 23-06-10


Creative agency Freeform has won Crust Gourmet Pizza Bars following a competitive pitch against three other agencies.
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. 
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.
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.

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