The campaign was mainly digital. Using social media videos, we introduced one crust every day for a week. This was followed with an outdoor campaign using mega-coms and superstructures in Jeddah and Riyadh. The outdoor campaign used the image of “Double melt” crust. We also set up an interactive microsite that educates customers on the seven crusts. The campaign resulted in higher sales recorded for the crusts in general and for the newly introduced double melt.
Our aim was to create an identity that would center focus on the number of available crusts. A special photoshoot was done to capture new high-quality images of the crust to be used in the menu and communication.