Pizza Hut: How the Hut hit back

Jeremy Thorpe-Woods

1995-6 campaign for Pizza Hut. After a good performance in the early 1990s, the brand fell sharply in 1994; worn-out promotional strategy could not arrest the decline.
Agency: AMV.BBDOAuthor: Jeremy Thorpe-Woods

Pizza Hut: How the Hut hit back

 

INTRODUCTION

It is not the aim of this paper to prove that advertising rather than the product generated success. Stuffed Crust is an excellent new product development and would have had an effect without advertising.

This paper argues that what would have been a successful product in any case was enhanced by highly involving and appealing advertising. That advertising had a significant effect on brand saliency, trial, and most importantly, on revenue.

This paper aims to prove that the advertising had a profound effect in...

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