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Pizza Hut rolls out integrated campaign to capture larger slice of the pie

27-August-2013
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Pizza Hut rolls out integrated campaign to capture larger slice of the pie

In line with the current economic sentiment, Pizza Hut, one of the flagship brands under the Yum restaurants umbrella, has launched its new campaign ‘Pizza Hut ka pizza bada, bill chota because size matters’.

The campaign, which kicked-off on August 15, will be on-air for about eight weeks, and may continue if it does well in accordance with the brand’s track and study findings.

The new TVC and campaign delivers the message with a tongue-in-cheek theme of ‘Size matters’, highlighting the brand’s offering of the super-sized Pan Pizza – positioned as 23 per cent bigger. The takeaway from the campaign is Pizza Hut with its ‘more for same’ aims to take the dining experience to the next level.

Sandeep Kataria, Brand General Manager and CMO, Pizza Hut India said, “Besides the overall campaign and direction for the brand, looking at the economic sentiment, the focus has been on value. As we see, value goes across three pillars: quality value – it is the biggest pillar we will always stand for; then price value – getting the right price points, keeping inline with this, we had also introduced the whole magic pan value at Rs 45 and three-course meal at Rs 99; lastly abundant value, which translates to great value for same price.”

The new commercial depicts a group of friends enjoying at Pizza Hut. A bigger pan pizza is served and the boys are shocked as they had ordered a medium Pizza. The boys start fretting over the bill, while the girls are enjoying the bigger pizza. Later the boys are pleasantly surprised as they are billed for medium Pizza only. Then with a little concern the girl asks the guy, “Bill bada…?” And the guy replies confidently, “Arre bill nahi, dil bada hona chahiye!”

The brand has got Ogilvy and Mather on board with this campaign; the media agency on record for the brand is Mindshare.

“The new TVC idea is based on a very simple insight of consumer minds – the shock/surprise of getting more than you had wished for. It’s a perfect fit for Pizza Hut’s pan pizzas that have become 23 per cent bigger at the same price. The film captures and reflects the consumer reaction to the new size change. The film has a young vibe to it, which is very relatable and is sure to bring a smile on everyone’s face,” commented Ajay Gahlaut, Executive Creative Director, Ogilivy & Mather.

Pizza Hut made its foray into India with a restaurant in Bangalore in June 1996 and was the first international restaurant chain to enter this category in India. In the last 15 years, the brand has evolved from a Quick-Service Restaurant (QSR) to an affordable casual dining restaurant (ACDR) and has added variety in its menu. Pizza Hut celebrated 15 years of its presence two years ago, in the organised casual dining segment which is projected to be growing at a rate of about 25 per cent YOY, and is estimated to be over Rs 2.95 billion.

The media mix for the campaign includes 15 per cent spends on digital, which includes engagement and activation on YouTube, and the brand’s Facebook page, which has over 10 million consumer base. Television continues to lead with over 50 per cent media spends, supplemented by OOH and activation specific to the brand’s outlets.

Delving more into the brand’s campaign, Kataria said, “Pizza Hut strives to give diners a great experience over delicious food. In the times of rising prices and inflation, we are leaving no stone unturned to cushion the effect of that on our consumers by offering the best pizza at the best value restaurant.”

“We continue to be the market leaders in the casual and branded restaurant space, whilst Domino’s continues to be market leader in delivery space,” Kataria added on being quizzed on the brand’s market share.

It maybe recalled that the brand announced the introduction of 11 new pastas last year in a bid to retain customers at a time when competition was heating up and brands such as Domino’s were constantly introducing new offerings every quarter.

The brand today contributes over 45 per cent revenues to Yum Restaurants. Will the latest campaign manage to capture a larger slice of the pie?
 

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