Turning around the way you look at Pizza Hut

Jeremy Poole

1995-8 campaign for Pizza Hut. New direction was needed to rebuild brand value after period of intense promotion and loss of differentiation from competitors.
Agency: Abbott Mead Vickers BBDOAuthor: Jeremy Poole

Turning around the way you look at Pizza Hut

INTRODUCTION

Pizza Hut is the leading U.K. Pizza restaurant chain, holding over 50% of the market. It sits in an interesting but squeezable position, sandwiched between high interest 'proper eating out' and true fast food (e.g. burgers). Its core users are adults aged 16 - 34, who face an increasingly wide range of options in a fast growing market.

This paper sets out to demonstrate three things:

  1. That the Pizza Hut brand has proved to be highly ...

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