Hit the Hut - Impactful Advertising for Pizza Hut

Chris Forrest

1993 campaign to revitalise Pizza Hut restaurant chain, which was facing declining profitability and increasing competition.
Agency: Duckworth Finn Grubb WatersAuthor: Chris Forrest

Pizza: Hit the Hut

SUMMARY

Pizza Hut is a retail company which operates in a very complex market. In 1992 it faced declining profitability and increased competitive pressure. The price discounting strategy of the previous two years had not been very successful.

It appointed a new marketing director and advertising agency and took a long, hard look at its business.

Consumers typically perceive Pizza Hut as a fast-food brand. Non-users never get past this misperception. Users think of it as 'sort of fast food' but, in effect, use...

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