Chicago’s iconic pizza brand Giordano’s is expanding its empire, this time beyond deep dish. The company has officially launched a new tavern-style pizza, celebrating the thin, crispy, square-cut favorite that has long been a staple in Chicago’s neighborhood bars.
The rollout comes with a bold new campaign, “A Crunch So Loud You Can Taste It,” created by Chicago-based agency Schafer Condon Carter, which Giordano’s named as its creative and media AOR earlier this year.
“In Chicago, pizza isn’t just food, it’s a way of life,” said Nick Scarpino, CEO at Giordano’s. “For decades, Giordano’s has been synonymous with the iconic stuffed deep dish that put Chicago on the global pizza map. Now we’re bringing that same level of quality to a new tavern-style pizza that’s having quite a cultural moment.”
According to Corporate Executive Chef Jesse Harris, Giordano’s version puts an inventive twist on the classic. “We’re using a lamination technique, similar to croissant-making, with our signature mozzarella to create a crust that’s light, crispy, and consistently crunchy.”
That “crunch” became the star of SCC’s launch campaign, which finds playful ways to showcase the sound’s irresistible power, like setting off car alarms or censoring curse words during a family movie night. Watch below:
“Our job was simple,” said Craig Miller, Chief Creative Officer at SCC. “We heard that crunch and immediately knew it had to be the hero. At SCC, we aim to ‘Create.Impact’ by amplifying real product truths—and this pizza is literally louder than life.”
Meghan Parra, Giordano’s Director of Marketing and PR, added, “Chicago may be known around the world for deep dish, but locals know the real story includes tavern-style pizza, thin, crispy, and meant to share. This launch celebrates that local legacy and brings it to a wider audience. I can’t wait for people to try it.”
The multimedia campaign launches on October 21 across TV, outdoor, radio, programmatic, and search.
CREDITS:
BRAND: Giordano’s
AGENCY: Schafer Condon Carter (SCC)
- Craig Miller, Chief Creative Officer
- Dennis Bannon, Executive Producer
- Matt Olson, Creative Director
- Cristen Young, Creative Director
- Barry Burdiak, Creative Director
- Alison Quagliato, Senior Art Director
- Samantha Blanc, Senior Copywriter
- Melissa d’Ouville, Executive Director, Design & Technology
- Kourtany Katzen, Designer
- Amy Cesta, Chief Client Officer
- Hannah Lansat, Account Director
- Roma Daguro, Executive Director, Project & Resource Management
- Hannah Bailey, Strategy Director
- Bliss Stengle, Junior Strategist
- AJ Links, Casting Director
PRODUCTION COMPANY: Dreamboat Pictures
- The Norman Brothers – Directors
- Peter Williams – Executive Producer
- Emily Weinstein – Line Producer
- Jackson Parrell – Director of Photography
EDIT: Morrison Edit Chicago
Editor: Steve Morrison
AUDIO: NoiseFloor LTD
- Engineer: Jamie Vanadia
- Foley Artist: Bryen Hensley and Katie Waters
- Music Composer: Devin Delaney
- Post Sound Producer: Cory Coken
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