Following a lockdown where takeaway sales declined and QSR brands were cast into the cold by many, and as brands started to find their way back into homes more regularly, we had to make sure Pizza Hut was top of mind. M&C Saatchi UAE had delivered successful #stayhome and lockdown Ramadan campaigns for our client, yet in this sea of meal deal sameness, we had to bring something bigger, more surprising, and innovative to the table to capture share of stomach across the region.
BRUTAL SIMPLICITY OF THOUGHT
The brand identified that consumers would be looking for value, abundance and the security of well-known favourites from their meal, but also something to cut through the noise. So they orchestrated a never before seen collaboration with KFC. M&C Saatchi UAE positioned the well-known Big Box as Pizza Hut’s vehicle for innovation on top of value – it was still an affordable box meal made up of brand favourites, but with a Big Surprise inside.
Through PR, digital, social & outdoor media, we reached 22 million people - smashing our goal of 15 million across our seven key markets. Over 3x our target engagement goal for interactions with the brand in comments on social media. Big Box became the number one selling item on the Pizza Hut menu with a SSSG (same store sales growth) of 10% for this product, reflecting 22% of overall sales for the duration of the LTO.
Client: Pizza Hut
Year: December 20, 2020