How many different delivery services did you use last year? Perhaps you chose Deliveroo to get your Friday night Chinese or Laundrapp because you didn’t have time to get to the dry cleaners. Or maybe you did your weekly shop via Tesco online and bought all your Christmas presents on Amazon?
Regardless of which method, if you thought about getting a pizza delivery, chances are you didn’t choose Pizza Hut. Most people I’m sure didn’t even know they do deliveries. But their new campaign from Iris aims to plug this knowledge gap with ‘Now That’s Delivering’.
Taking the format of a new brand platform, the cheeky launch video pokes fun at the market leader Domino’s, suggesting that Pizza Hut offers a greater variety of foods for delivery and more benefits for the consumer. These benefits include Hut Rewards, the newly-launched loyalty scheme, 30-minute delivery guarantee as well as their £5 favourite value offer.
With the delivery sector only looking set to expand into 2019, this new positioning is a smart move from Pizza Hut which has traditionally been solely associated with its restaurants. And all while posing a mischievous challenge to its greatest rival.