Pizza Hut

Objective:

The pizza scene in Singapore has been heating up over the past few years, with the likes of Pepperoni Pizza and Pizza Express, along with Dominos, battling for a slice of the market. In the launch of its new Sweet Potato Stuffed Crust, W set out to position Pizza Hut as a fun, lighthearted and enduring pizza player and reignite Singaporeans’ love for the brand.

Strategy:

In order to drive excitement and buzz for both the new sweet potato stuffed crust and Pizza Hut, W identified and played on an element that both shared – “humble roots”. The entire launch event was centred around the main ingredient, the sweet potato. Evoking a sense of nostalgia, we held the launch in a rustic farm setting and also had attendees designing their own tote bags using old-school potato stamping. 

Results: 

With a tongue-in-cheek approach and championing the humble sweet potato, W reignited and rekindled Singaporeans’ love for Pizza Hut, especially with the younger generation. Through a series of interactive and Instagrammable stations and a trip down memory lane, we managed to cut-through the noise and secure coverage across mainstream dailies and lifestyle publications, as well as generating conversations amongst local food and lifestyle influencers.

• Secured attendance from over 40 media and influencer for the launch event

• Over 100 pieces of coverage in less than a month from both media and influencers

• Total estimated audience reach of over 6 million in under a month