Pizza Hut: Serving up slices of what the... ?!

QSR brand Pizza Hut used humour-filled digital ads to drive growth and product innovation trials in the Philippines.

Campaign details

Brand: Pizza HutBrand owner: PPI Holdings, INC. (The Araneta Group)Lead agency: Ogilvy PhilippinesContributing agency: Mindshare PhilippinesMarket: PhilippinesIndustries: Restaurants & takeawaysMedia channels: Public relations, Social media, Word of mouth, influencers

Executive summary

This is a story of how Pizza Hut made waves in the sea of digital clutter by disrupting social media with intriguingly witty flavour launches – making it the most-talked-about pizza brand in the Philippines, and selling 67,000 pizzas in just two months.

In the Philippines, Pizza Hut is drowned out by the sea...

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