Despite being a much-loved pizza brand in the UK, as a result of their historic association with restaurants, Pizza Hut was less well known for delivering. So, we set out to elevate the brand, their pizzas, their great customer experience – and make sure everyone knows that Pizza Hut delivers.
Enter 'Now that's delivering' - a new brand platform positioning Pizza Hut as a benchmark in delivery.
For 'Toppling Domino's', our first spot under the new brand platform, we chose to hero 5 key messages (the choice and flexibility to enjoy delicious restaurant quality pizza delivered to your home, its taste credentials, its Hut Rewards loyalty scheme, favourites from £5 value proposition and its Thirty Minute Speed Guarantee) whilst also taking the fight to the competition.
The cheeky and challenging hero film launch on Boxing Day 2018, supported by 20 and 6 second films, on Facebook and YouTube as targeted, timely interventions to disrupt customers' Domino's habit.
A Benchmark In Delivery
We’ve since launched Pizza Hut’s AR ‘Deal Jacker’ App, as well as another playful digital campaign entitled ‘Too good to be true, but true’. Both reinforcing the brand’s new positioning as a benchmark in delivery.
- Positive sentiment
- Average view through rate
- Minutes of video watched
- Sales growth year-on-year
- Minutes of organic views (4 years)