Fast-growing Italian food brand Crosta Mollica is making a major investment in a series of immersive retail activations across the UK’s Big 4 supermarkets.
The company has invested over £1m (media value) in a 360-degree marketing campaign, supporting the revamp of the brand, which was announced earlier this year. The in-store activations mark Crosta Mollica’s most ambitious retail marketing initiative to date.
The campaign has commenced with two headline activations designed to maximise impact and shopper engagement at Morrisons Canning Town and Waitrose Canary Wharf respectively.
Morrisons Canning Town will feature a complete store entrance takeover until 22nd April. The visually striking installations blend seamlessly with product imagery and lifestyle photography, celebrating Crosta Mollica’s Italian roots and the tradition of sharing food with friends and family.
In addition to engaging customers at the point of entry at the Canning Town store, Crosta Mollica will create a bespoke customer journey in the 100 Morrisons stores nationwide, alongside installing branded aisle fins that will be displayed at point-of-purchase in 375 stores.
Waitrose Canary Wharf will showcase the second hero retail activation between 30th March and 5th April. A bespoke Crosta Mollica pop-up will display both chilled and frozen pizza ranges in the new packaging. Additionally, to actively engage with shoppers, a larger-than-life Plinko game will offer shoppers the chance to win – with 600 in-store discount prizes and free pizzas up for grabs each day.
“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,” said Dean Lavender, Marketing Director at Crosta Mollica.
“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.”
Following the hero activations at Morrisons and Waitrose, the campaign will extend across all multiple supermarkets with tailored experiences in each. Tesco shoppers will encounter Crosta Mollica through branded freezer door takeovers – with the freezer aisle being a key focus area for the brand – and high-visibility digital displays throughout stores. From late April 2025, Sainsbury’s customers will discover Crosta Mollica dominating both chilled and frozen pizza categories. The chilled pizza section will feature full bay takeovers with striking 3D headers in 150 stores for a 13-week period, while the frozen category will showcase branded freezer doors across 80 locations.
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. This campaign represents a milestone in Crosta Mollica’s brand journey, reinforcing its connection to Italian culture and commitment to sharing authentic Italian food experiences with UK consumers.”
