Pizza Hut is shaking up the QSR category this week with a new single-serve pizza supported by a counter-culture media strategy from Initiative.
The new Pizza Hut Personal Pan Pizza is designed for busy people looking for a quality single-serve lunch, meaning a new twist to the convention of sharing pizza with others.
To capture people’s attention, Initiative and the Pizza Hut marketing team developed a media strategy focused on the insight that people are often sharing media experiences and pizza, but both might be more enjoyable if sharing is not a necessity.
Working in close collaboration with creative agency The Monkeys and Pizza Hut, the new Initiative strategy is being executed through contextual messaging specific to individual media environments.
The campaign uses messaging within transit environments, which reads: “You might have to share this seat, but you don’t have to share this pizza”. Other customised messaging is running across social media, high-performance digital and publisher-created content.
The campaign includes high-impact digital activity through WeTransfer, which utilises contextual messaging relevant to the file-sharing platform and is a global first for Pizza Hut.
Phil Reed, CEO of Pizza Hut Australia, said; “This is a completely new twist on how pizza is marketed. Sharing pizza will always be the most popular choice for people, but with Personal Pan Pizza, we needed to flip convention.
Initiative’s media plan brings a new spin to pizza consumption culture and we are looking forward to seeing its effect in market.”
Nick Wokes, general manager of Initiative Sydney, said: “The new Personal Pan Pizza is a step-change for the market and that requires totally different thinking. It was great to have strong client trust in this approach and close collaboration with The Monkeys.
“We are pumped to help launch this new product and looking forward to seeing the results of our work.”