Chomee, the Soweto-born singer and Queen of Dance behind this year’s breakout soccer anthem Tjovitjo (Bafana Is Back), has teamed up with Debonairs Pizza for a soccer-season campaign fronting the brand’s new Cram Crown Crust™ Pizza.
Chomee, whose real name is Thulisile Madihlaba, wrote Tjovitjo as a tribute to South African soccer fan culture and it’s quickly become a soundtrack for national pride and match-day energy, being played at watch parties and across social media. The collaboration of these two South African icons is timely, and certain to strike a chord among soccer supporters.
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Her recognisable vocals feature in Debonairs Pizza’s new TV commercial as part of the backing track. The Cram Crown Crust Pizza is a first of its kind in Mzansi. It features a pull-apart crown stuffed crust designed to be enjoyed bit by bit as a snack or shared among friends and family. The brand-new innovative crust of the pizza resembles the huddle formation teams often get into ahead of major plays.
“There’s something special about the way soccer brings people together,” says Chomee, reflecting on the collaboration. ‘It doesn’t matter where you from or who you support – when the game kicks off, everyone shares in the excitement. I’m so excited to be part of the campaign and bring people together to enjoy great soccer, great food, and great moments.”
Soccer, just more social
The Cram Crown Crust™ Pizza features a golden-brown crust crammed with juicy cheese grillers (24 in every large pizza), available in Creamy Chicken or Pepperoni for just R179. It comes in a unique soccer-shaped pizza box, making it the ultimate match-day meal for watch parties without breaking the bank.
The launch ties directly into the current soccer craze, positioning the pizza as the perfect sharing option for fans huddling around the game. It also continues the brand’s proud tradition of menu innovation. The brand is well-known for game-changing creations like the Triple-Decker® (a three-layered pizza) and the Crammed-Crust®, which stuffs the crust with cheese and meat.
The new Cram Crown Crust™ builds on that legacy by combining customer favourites, bold flavour and unbeatable value, in a fun, interactive format ideal for social viewing experiences.
Heart and innovation
“At Debonairs Pizza, innovation has always been at the heart of what we do,” says Jacques Cronje, Marketing Executive at Debonairs Pizza.
“The Cram Crown Crust takes two of our customers’ favourite things; great flavour and great value, and combines them in a completely new way, making it the ideal match-day meal for friends and family looking to enjoy their soccer viewing experience together without breaking the bank.”
He adds: “As a proudly South African brand, we wanted to partner with someone who reflects the passion, energy, and sense of togetherness that define both soccer and our new Cram Crown Crust campaign. Chomee’s infectious energy and broad appeal made her an ideal choice to help bring the campaign to life. Together, we’re sharing great moments, supporting our national team, and enjoying our innovative, great-value pizza because #ItsATeamSport.”
