MANILA – Greenwich has launched a #CrackThat campaign to launch their new product, Pizza Thins. The campaign is all about ending the usual routine and choosing better, according to Cookie Cabrera, Greenwich’s Senior PR and Corporate Affairs manager.
“The #CrackThat campaign is all about turning your usual habit into something more fun and exciting. When you #CrackThat usual day, you break out of your old routine and choose to do activities that make life more pleasurable. #CrackThat is also about that sound you hear when you bite into the freshly made, crispier, tastier and meatier Greenwich Pizza Thins. We are leveraging on the crispiness of our product at the same time making it more relatable to the market,” Cabrera said. The campaign is a collaborative partnership with Publicis Jimenez-Basic, Bridges PR, NuWorks Interactive, and Wishcraft Events and Activations.
“The Greenwich Pizza Thins campaign was all about the sound of a better thin crust pizza, we played up the cracking sound from the crispy thin crust pizza. So from giving a disruptive sound of cracking, it became the inspiration for breaking the usual routine,” said Brandie Tan, ECD, Publicis JimenezBasic.
As part of the campaign, Greenwich held various activities, all featuring program elements that were not in their obvious state. For instance, pizza boxes, which featured fun and playful designs, were also turned into functional speakers at the media event. “The boxes were constructed in such a way that you could easily slip mini portable speakers into the flap cover. We also tied up with up-and-coming artists to design the box, making it look more cool and hip,” Cabrera said.
“We first thought about attaching a speaker in the pizza box to “amplify” the pizza eating experience. Then a later improvement, to make the speaker box more collectible – we thought of tapping young artists to illustrate designs for the boxes. We turned the ordinary pizza box into a useful piece of art,” Tan said.
“The designers we collaborated with were recommended by the agency. We finally chose the three artists based on their designs which we found dynamic, young and fresh- perfect for the Greenwich taste,” Cabrera said. The designers were Rob Cham, Nelz Yumul, and Raizel Go.
Yumul, who founded WeeWillDoodle, shared, “Doodling and pizza is a good match because sometimes its best to do art while eating. Doodling is a mindless drawing. It’s a no pressure kind of art and best if there is a collaboration involved. Pizza is a sort of a collaboration, too. You enjoy it best if you eat/dine with your ‘barkada.'”
For #CrackThat Day on July 16 and 17, 10,000 boxes of Greenwich Pizza Thins were given out. On top of the participating Greenwich stores, a pop-up interactive Greenwich booth was set-up in Alabang Town Center, where dancers performed a Pizza Thins dance choreographed by the Greenwich R&D Head.
At the Greenwich Pizzeria in SM North Edsa, the brand also unveiled the newest member of the Greenwich Barkada. With the program hosted by certified Greenwich kabarkada/ top radio DJ/ TV personality/entrepreneur Sam YG, Greenwich welcomed Elmo Magalona, the rapper behind the brand’s catchy #CrackThat radio commercial. “For Greenwich Pizza Thins, we thought we’d try to do something different. We decided do away with the usual poppy radio ad and had Elmo Magalona rap instead,” Cabrera said.
“Elmo Magalona gladly collaborated with us in developing the radio commercial for the campaign. His rap gave credibility to the #CrackThat campaign,” Tan said.
To cap off the celebration, Greenwich is partnering with Republiq in presenting Cazzette, a Swedish DJ Duo consisting of Sebastian Furrer and Alexander Björklund, this coming August 8. Putting a twist on a regular club night and making it better, Greenwich is set to bring the house down and keep everyone at their best party mode all throughout their set. “These activities basically communicate the idea to #CrackThat usual thing,” Cabrera said.
