SCC, Giordano’s Cook Up New Campaign with ‘A Crunch So Loud You Can Taste It’

25 Oct 2025

Giordano’s wants to become just as synonymous with tavern-style pizza as it is with deep-dish. So the brand is rolling out a new tavern-style pizza, inspired by one of Chicago’s most beloved styles. And it hopes a successful product launch can also help fuel outlet expansion.

“Chicago is a city that takes its pizza seriously, and we’re fortunate to have two distinct styles: deep-dish and tavern-style,” said Nick Scarpino, CEO at Giordano’s. “Over the past 50 years, our deep-dish has become a symbol of Chicago around the world. Now, we’re thrilled to add our incredible tavern-style pizza that will surely become just as famous. The crunch of our tavern-style pizza will become just as iconic as the cheese pull of our stuffed deep-dish pizza.”

Let’s take a look at one of the delicious new spots…

https://www.youtube.com/watch?v=AJr7SSrBi98

Added Jesse Harris, Corporate Executive Chef at Giordano’s, “We are putting our own spin on the beloved tavern-style pizza with a technique that uses our signature Mozzarella cheese, similar to croissant-making, to produce a crispy, flaky and consistent crunch.”

The pizza’s crunch became the inspiration for the product’s campaign launch, “A Crunch So Loud You Can Taste It.”

https://www.youtube.com/watch?v=AX6RKagO98I

Created by Chicago-based independent agency Schafer Condon Carter (SCC), which was named Giordano’s creative and media agency of record earlier this year, the introductory advertising zeros-in on the product’s iconic “crunchiest 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.

According to Craig Miller, Chief Creative Officer at SCC, “Our job was fairly simple. When we first sampled it in the test kitchen, we were all blown away. Every square piece, every bite was accompanied by a surprisingly loud crunch. At SCC, we aim to ‘Create.Impact’ with our work by amplifying product truths. And that’s what we did here. We literally amplified the crunch in a way that makes people hungry for Giordano’s tavern-style pizza.”

“Chicago may be known around the world for deep dish, but true locals know there’s another side to our city’s pizza story,” added Meghan Parra, Director of Marketing & Public Relations at Giordano’s. “Tavern-style is woven into Chicago’s neighborhood culture — thin, crispy, and made to share. With this launch, Giordano’s is celebrating that local legacy. I can’t wait for people to try it.”

Click here and here to view the launch work. And attached are examples of other elements of the campaign including out of home and social media.

The local-market multimedia campaign launches October 21 across TV, outdoor, radio, programmatic, and search.

Giordano’s “Crunch So Loud You Can Taste It” Credits

Client: Giordano’s

Creative 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