Premium pizza brand Crosta Mollica has launched a series of out-of-home retail activations across the UK’s ‘Big Four’ supermarkets.
The marketing drive kicked-off with two headline executions at Morrison’s Canning Town and Waitrose Canary Wharf, both in London.
The installations will run between 26 March to 22 April and 30 March to 5 April respectively.
Additionally, Crosta Mollica has created bespoke customer journeys in 100 Morrison’s stores nationwide and has installed aisle fins at 375 stores nationwide.
Crosta Mollica marketing director Dean Lavender said: “When we were creating our new brand identity, we wanted to ensure our Italian heritage and credentials, and the quality of our products, really shone through. The immersive experiences we are implementing with our retail partners are designed to emulate this, bringing the passion and quality of Crosta Mollica directly to shoppers.”
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“We hope by positioning Crosta Mollica front-and-centre we tap into the UK’s love of pizza, remind our existing fans about what makes a Crosta Mollica pizza so special, and of course introduce people to the brand, all in a memorable and distinctive way,” he added.
The company’s marketing efforts will expand to Tesco’s and Sainsbury’s as well.
In Tesco, the pizza firm has unveiled branded freezer door takeovers and digital displays throughout stores.
From late April 2025, Crosta Mollica branding will appear on 3D headers in 150 stores.
Julien Lacrampe, head of customer marketing, added: “By investing heavily in activity with our retail partners, we can directly reach and speak to customers while they are shopping. This comprehensive approach will ensure that we can effectively communicate our USPs, and achieve significant visibility for Crosta Mollica new brand identity, with the potential of reaching millions of shoppers throughout the spring and summer.”
The campaign comes after the company invested over £1 million in a 360-degree marketing campaign earlier this year.
