Pizza Hut: Igniting the Winning Moments of China

Restaurant chain Pizza Hut grew sales and presence in China during the Tokyo Olympics by partnering with streaming service Migu to associate itself with Chinese gold medal wins.

Campaign details

Brand: Pizza Hut Brand owner: Yum China Entrant company: MindshareIdea creation: Mindshare Shanghai Market: Greater China Sector: Restaurants & takeaways Media channels: Mobile & apps, Sales promotion Budget: 500k - 1 million

Executive summary

During the 2020 Tokyo Summer Olympics, Pizza Hut partnered with Migu to create the ultimate mechanism that got Chinese pizza lovers behind their national athletes, successfully igniting China’s winning moments and establishing an unrivalled presence at the Games, despite not being an official sponsor.

Market background & objectives...

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