Crustbuster

No Late Fees, Just Great Pizza: Daiya's Crustbuster Pizza Rental Store Lets New York City Try Dairy-Free, No Strings Attached

Crustbuster was a one night only, fully immersive 90s-inspired movie rental pop-up in NYC. We transformed the popular Upside Pizza in Nolita to tackle the misconception that dairy-free can’t be as satisfying as dairy-full. Guests were able to “rent-a-slice” of Daiya’s new and improved pizza line to taste-test in-store or at home, which offered a no-pressure way to discover just how delicious dairy-free can be.

Crustbuster was a blockbuster hit as we served free slices of Daiya’s pizza to over 500 New Yorkers. People even began to line up down the street 30 minutes before we officially opened our doors.

Influencers

Daiya's Crustbuster drew over 500 New Yorkers to SoHo's iconic Upside Pizza, with lines forming an hour before doors opened. Among the crowd were notable guests like foodie content creator Jeremy Jacobowitz, comedians Joey Dardano and Mary Shalaby, and iconic New York food account What New York Eats, all eager to get a slice of the action.

Mary Shalaby

327K Followers

Joey Dardano

121K Followers

WhatNYEats

126K Followers

The Reaction

Stepping inside, guests were transported back to the 90s, where shelves were stocked with "VHS boxes" featuring playful twists on classic 90s movie titles – each representing one of Daiya's pizza flavors. From Beauty and the Feast (Meatless Pepperoni) to The Slicefather (Supreme Pizza) and In the Line of Fire Roasted Vegetables (Fire Roasted Veggie Pizza), the titles brought the nostalgia to life. Guests browsed the selection like movie buffs before heading to the counter to "rent" and sample a slice of their chosen flavor – or opt for a plot twist with the 'Director's Cut,' where Daiya's chef surprised them with a special pick. Spoiler alert: each slice packed all the gooey, cheesy satisfaction of a pizza night worth rewinding for.

The Results

23

Pieces of coverage, including five Tier 1

70%

Key message penetration

900K +

Influencer reach

515

Foot Traffic

696M

Media impressions

42%

Increase in online mentions