Pizza Hut: Female gamers' new hero

Nicholas Short, Liu Yi, Benjamin Condit, Stanley Tao, Jessica Zhu

Pizza Hut, a fast food chain, launched a campaign in China to reignite passion for Little Magic Cook, its virtual brand avatar.

Campaign details

Brand: Pizza HutBrand owner: Yum! ChinaLead agency: Mindshare ChinaCountry: China (Mainland)Industries: Restaurants & takeawaysMedia channels: Sales promotion, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

Pizza Hut has been the key strategic partner of King of Glory, the world's number 1 mobile game with over 200 million players, for the last five years. Every year, the game holds a competition for one new fan-created avatar to be brought into the game.

In 2016, Pizza Hut cooperated with the then new mobile game,...

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