Kim Papworth
Creative Director at Wieden + Kennedy
London, 英国
标题Mixed Doubles
广告战役 Pizza Hut Campaign
广告主 Pizza Hut
品牌 Pizza Hut
Posted7月 2006
行业领域 餐馆与快餐
广告口号 Buy One Get One Half Price
哲学 Our strategy to address this was based on defining Pizza Hut as 'informally special'. Everyone, from kids to adults, is encouraged to relax and make the place their own: eating pizza is a communal, hands-as-cutlery kind of experience anyway, and this sense of informality is celebrated. But there's a specialness to the Pizza Hut experience that doesn’t exist with QSR outlets: you are met at the door and shown to your table, you get waitress service, you get the option of eating with a knife and fork, you get a mint at the end. The sense of occasion felt when eating out at Pizza Hut that makes it far more special for families than other options. From these two observations came the brand positioning of ‘informally special’ which was expressed creatively as ‘Hutspitality’. This was a brand idea that could speak to both customers and staff within the Pizza Hut organisation.

This sector of the market is becoming increasingly competitive and later ads have focused on the value aspects of 'Hutspitality', communicating great value deals. The “You do the maths, we do the pizza” ads have focused on various meal offers available at Pizza Hut.
问题 Pizza Hut was facing competition from all sides – from McDonald's and KFC in the quick service restaurant (QSR) sector, and Nando's and Frankie and Benny’s in the casual dining sector. Pizza Hut sat somewhere in-between – reflected by the fact that over 70% of the user base only visited Pizza Hut once every six months.
结果 Visits to Pizza Hut are up by 6% in Q2 2006 and tracking studies show that customer value perception scores have improved by 16% since the first quarter of 2005.
媒体类别 电视
市场 英国

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