Over recent years Pizza Hut had been drawn into the low price wars of a highly competitive category. They were being chosen for rational reasons, rather than quality and brand fit. However, research was telling us that the product was actually better than their nearest equivalents. We were tasked with upping freshness and quality perceptions, bringing the brands passion for making pizzas to the fore… but with a twist.
We needed to get people to look at the brand differently, but also wanted to create engagement. With a focus on digital video, we created films with hidden content, customer rewards and a youthful, fresh tone of voice.