Campaign details
Brand: Pizza HutBrand owner: Yum! ChinaAgency: Mindshare ChinaMarket: China (Mainland)Sector: Restaurants & takeawaysMedia channels: Events & experiential, Point of purchase, in-store, Sales promotion, Social mediaBudget: Up to 500k
Executive summary
Despite being China's leading casual dining brand, 50% of Pizza Hut's diners were aged over 30. (Source: CNRS 2020) Pizza Hut needed to revamp its image to appeal to young diners and tap into China's night economy phenomenon to drive revenue during a lull period for traditional restaurant trading.
Young consumers sought...