So cheesy, so crispy! It’s Greenwich Pizza Thins
MANILA, Philippines - It’s the cracking sound you hear when you bite into a thin-crust pizza. But not just any thin-crust pizza; it has to be Greenwich Pizza Thins. It’s the same sound that’s captured in its new #CrackThat radio commercial, with a catchy rap delivered by its newest kabarkada endorser, Elmo Magalona.
The thinner, crispier crust took almost a year for their R&D to perfect, says assistant brand manager Cel Marie Javelosa. The secret is in the baking. “It is baked twice,” she shares. “A thinner crust means you can taste more of the flavorful toppings. The crispiness of the crust simply amplifies the experience.”
Ten thousand boxes of Greenwich Pizza Thins were given away in a nationwide sampling activity. A long line formed outside the Greenwich Pizzeria at SM North EDSA, not only for fans to perhaps catch a glimpse of their rising celebrity endorser but also to have a taste of their favorite thin-crust pizza.
Elmo’s personal favorite is the 7 Cheese pizza, with its rich topping of mozzarella, cheddar, parmesan, blue cheese, queso de bola, special cheese and cream cheese.
Other topping choices include the Hawaiian, All-meat, All-beef, and Pepperoni as well as the bestselling Signature Special, which is topped with meats, cheeses and fresh vegetables.
“Filipinos are pizza lovers,” Cel observes, “because they like sharing food with their barkada, at parties, when going out with friends, or with their family at home.”
Lulu de Castro, senior marketing manager and brand development, says, “Pizza is something you do not eat alone. It’s meant to be shared.”
This same concept of sharing and bonding is reinforced in the new look of the Greenwich Pizzeria at SM North EDSA. “We have the best-tasting product, so we wanted to create the best place where the barkada could enjoy it,” says retail marketing officer Mavel Villanueva. “The look is a mix of mid-century — with the use of bricks and wood — and industrial, with the exposed ceilings and metal stools,” she explains.
Through a glass panel, you can see the kitchen where the freshly baked pizzas are prepared. On the walls are colorful graphics and posters with cheesy sayings such as “It’s love at first slice” and “Love is having your friend have the last slice.”
It’s a largely young market that has easily identified with the barkada concept, as personified by longstanding Greenwich endorser, popular actor John Lloyd Cruz.
For the radio commercial, “we needed to focus on the sound,” Lulu explains, so they thought a rap would be the best way to deliver the message. And who better to do it than the son of the legendary “King of Philippine Rap,” Francis Magalona?
But Elmo prefers not to call himself a rapper. No one can replace his dad, he says. He’d rather be known as a performer and actor — in soaps and movies. He just finished an indie film for Cinemalaya. “It’s something I like to do,” Elmo says. “I’m happy doing it.”
Another thing he truly likes is pizza — “any kind of pizza, but yes, Greenwich Pizza Thins in particular. It’s different.” Elmo enjoys sharing a pizza with his family. He is the sixth of eight siblings. In fact, his older sister Maxine is also a Greenwich ambassador. As the cheesy poster on the wall says, “The perfect way to bond is with a hot pizza on hand.”?
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For delivery, call 5-5-5-5-5 or place orders via www.greenwichdelivery.com.
