Daiya — Crustbuster
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Daiya – Crustbuster
Transforming dairy-free skepticism into crave-worthy experiences.
For one night only, Manifest fully immersive 90s-inspired movie rental pop-up in NYC. Manifest 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.
The Chllenge
For many dairy-free is a hard sell and ‘taste skepticism’ is the top reason people hesitate. Daiya set out to establish the FOMOO, the fear of missing out on dairy, and Daiya as the solve.
Serving 90’s nostalgia with Daiya
We created a show stopping experience with a fun and nostalgic theme to help people let go of their FOMOO and try Daiya’s amazing dairy-free pizzas stress-free.
For the city that never settles for anything less than delicious, we launched Crustbuster to serve a slice of nostalgia with a modern twist. For one unforgettable night we transformed Upside Pizza in Soho into a fully immersive, 90s-inspired pizza rental pop-up, proving once and for all that dairy free can be just as crave-worthy as the real deal.
Guests were invited to browse through the VHS isles and pick the movies of their choice to “rent-a-slice” of Daiya’s new dairy-free pizza line.
And the verdict? A total blockbuster hit! Over 500 New Yorkers showed up for a free slice, with lines stretching down the block 30 minutes before doors even opened.
The pop-up was complete with VHS-inspired pizza boxes, cleverly nodding to classic 90s films, like Beauty and the Feast (Meatless Pepperoni), The Slicefather (Supreme Pizza), and In the Line of Fire Roasted Vegetables (Fire Roasted Veggie Pizza).
At its core, Crustbuster flipped the script on dairy-free skepticism, proving that you don’t have to commit to a full dairy-free pizza to experience how good it can be, you just have to take a bite.
