Pizza Hut: Haze, Please Go Away. We'd like to Enjoy a Pizza Today!

This case study describes how Pizza Hut, the restaurant chain, used weather triggers in its online search campaign in Malaysia to maintain market dominance.

Haze, Please Go Away. We'd like to Enjoy a Pizza Today!

Campaign details

Brand owner: Yum! BrandsLead agency: Mindshare, GroupM ConnectBrand: Pizza HutCountry: MalaysiaIndustry Food industry (general)Media: Internet - searchBudget: Up to 500k

Executive summary

From June 2015 onwards, Pizza Hut experienced increase in cost for its search campaign. An influx of food delivery advertisers bidding on similar keywords increased cost. How could Pizza Hut maintain dominance and stay relevant for consumers with limited budget?

The haze from Indonesian forest fires smothered Malaysia. People were advised to...

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