The Cram-Decker™ is available in a three-layered chicken or meat large (30cm) base option with a crust filled with a cheese-griller sausage.
"The Cram-Decker™ certainly delivers on the 'amazing' that Debonairs Pizza puts into every bite, and not only in terms of size. It also takes innovation to the next level," says Toni Joubert, marketing executive for Debonairs Pizza.
"A glorious mash-up of two of our consumer favorites – the Triple-Decker® and the Crammed-Crust® – it combines not one, not two, but three layers of pizza, with another appetite satisfying component – a cheese-griller crammed crust," adds Joubert. "Our brief to our marketing partner, FCB Joburg, was to communicate this in a way that highlighted its #PizzaLikeNoOther quality."
Debonairs Cram-Decker™
"Without a doubt, the Cram-Decker™ is the answer when you have an army of hungry people to feed," says Greg Cameron, FCB Joburg's creative director. "Our creative concept was a tongue-in-cheek riff on the soccer locker room scenario, which shows a coach rallying his team as they face a huge challenge. The audience believes the challenge is an important game, maybe the league final."
He adds, "We then reveal the Debonairs Pizza delivery man arriving with a Cram-Decker™ pizza and the team tucks in. The message is clear – the Cram-Decker™ pizza is so big, you’ll not only need a team to finish it, you’ll need a highly motivated team."
"The soccer metaphor works so well for Debonairs Pizza," says Joubert. "Firstly, it’s a team activity, an occasion that resonates with Debonairs Pizza’s target audience. Second, Debonairs Pizza is one of the sponsors of the Varsity Sports Football and Fives Futbol."
The TVC aired on national television stations on Tuesday, 15 August and will run until early November. It was shot in Johannesburg over two days by Lourence Van Rensburg and Ian Difford of 7Films and Hungry Films respectively.
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