Milwaukee-based independent agency Hanson Dodge (HD) has been named agency of record for Festa Foods’ oven-ready Pinsa crusts, a type of Roman-style flatbread. The selection was made without a formal review.  

The brand was launched last year to bring the pinsa crust craze to the US from Italy where it has become wildly popular. Pinsa is made from a blend of wheat, rice, and soy flours and has a high water content that the makers say result in a crispy exterior and soft, fluffy interior.    

This is the first agency partnership for the startup brand. HD will be responsible for brand development, creative strategy, package design, in-store display and more.  

“Pinsa crusts are taking over in pizza-obsessed Italy but new to the U.S.,” said Eric Schwartz-Johnson, president and co-founder at Festa Foods. “While we are still building up our distribution, we believe Americans will also fall in love with the irresistible texture and taste of pinsa. It’s quicker and easier to prepare than homemade dough, and we see a huge opportunity to elevate the make-at-home pizza experience.”  

Schwartz-Johnson has a relationship with HD, having worked with the agency when he was marketing other products. “We are looking for a marketing partner who can help us build our business from the ground up,” he said. “We chose Hanson Dodge based on their ability to do just that. I know, having witnessed this capability first-hand through my prior relationships with HD on two other food brands: Creminelli Foods and JoJo’s Chocolates.”  

As part of its launch in the U.S, Festa has teamed up with Action Against Hunger to feed children in conflict zones and its own communities.  

For HD the award follows its selection for two new assignments from PurposeBuilt Brands last month.