Campaign details
Brand: Yum! Brands / Pizza HutLead Agency: WaveMaker IndonesiaRegion: Indonesia
Strategy
Objective
Pizza Hut fares high on brand recall and consumer preference but faces unique local challenges in Indonesia. As a market it presents huge potential for growth given the burgeoning consuming class, disposable incomes and rapidly changing consumer behavior.
One of the highly localized challenges is retaining brand loyalty in a marketplace crowded with homegrown fast food brands as well as international chains – more choices means more brand switchers amongst their target market. Pizza Hut saw the opportunity to engage with...