Pizza Hut recently updated its brand story and brand world ‘Whatever the occasion, Pizza Hut always delivers more’, introducing a younger and redder brand world and brand story.
As a well established brand, it has been challenging for Pizza Hut to maintain its relevancy and its "cool" status in consumer's eyes, especially in Vietnam where QSR landscape is constantly evolving. With the new brand story and brand world, Pizza Hut is moving in the right direction to refresh the brand and start its long-term commitment to grow the pizza category and make it great value for any occasions.
Introducing our magnetic ambassador - Trang Hy, first female ambassador globally. With the red jacket and the bowtie, which signified for Pizza Hut, we brought a bit of bedazzled flare to it and combined with Trang Hy's pink hair to make our ambassador truly unique.
The story was a parody of 3 well-know Korean movies / series - Crash Landing On You, Parasite and Old Boy - and packaged within a news segment where our ambassador interview the pizza that's causing "trauma" among the youth. These "traumas" later were revealed and linked with our product's RTB - full of toppings, light spiciness and unbelievable taste.
With the very first relaunch project, the brand took on the Korean wave to make the comeback distinctively own-able by introducing the Korean Spicy Beef Pizza. Our brand ambassador - as a news anchor - delivers breaking news about this latest Korean phenomenon that is taking over young people.
To say the launch was a success was an understatement, Korean Beef Pizza became became the 2nd Bestselling Pizza after the all-time Best Seller, Sea Food Pesto*. In addition, the launch period also gained 5X in number of Facebook fan page followers.
Thematic Film
Festive season means parties, gatherings, catchups,... on top of that, people are very busy this time of year usually, hence, the excuses keep coming up. Because no one wants to be at a party thats they initially want to miss.
What if we can give them a reason not to miss a gathering?
Could it be something so big that everyone has to stop and stare?
Could it be something so big that it cannot fit through the door?
Could it be something so big that's even to our competitors dream of creating?
Could it be something that changes gathering for the better?
Sooooooooooo Bigggggggggg
Well, Pizza Hut has introduced just that something. Actually, it's a 1 meter of something - L1MO pizza.
1 meter of goodness including 3 pizzas of your choosing, 3 side dishes which can satisfy various references when it comes to gathering.
Thematic Film
Key Visual & OOH
Creative team:
Senior Art Director - Nguyen Huy Vu, Copywriter - Kim Ngoc, Art Director - The Tao