Pizza Hut: Igniting the Winning Moments of China

Rola Fan, Stacy Yuan

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands