Pizza chain Giordano’s is rolling out a
“tavern-style” pizza and its new agency, Schafer Condon Carter, has created a campaign to promote it.
Dubbed “A Crunch So Loud You Can Taste It,” the
effort focuses on the product’s thin and crunchy crust.
Advertising plays up the volume of the crunch in
situations where it is so loud it sets off a car alarm in a neighborhood. It also works as a censor, muffling potentially inappropriate language during family
movie night.
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The campaign launched this week across TV, outdoor, radio, programmatic, and search.