In an “ALWAYS ON” value driven QSR category, our task was to launch a new value meal concept for Pizza Hut “My Box” at an attractive price of 30 AED. This product for the first time aimed to steal market share and compete alongside other “box meal” competitors – for example Burger King and KFC, where a value meal has a similar price point. Our business objectives were to drive sales through the development of a strong campaign proposition, that would build both relevance and resonance in the marketplace.
BRUTAL SIMPLICITY OF THOUGHT
Pizza is a sharing occasion, our younger sociable audience tend to eat together as groups of friends, often over movie night, tv time, game nights and just hanging out! However, they also know what they like and they are not prepared to compromise on mealtime enjoyment. There is nothing worse than having to hurriedly reach over and grab your favourite before someone else does. Our campaign and its innovative product made Pizza Hut Delivery top of mind when it comes to individual value for group gatherings with friends. We chose channels where content could be served up, in the way the like to consume it, digestible and on the go – always mobile first. To truly get them talking we leveraged social competitions and humorous insta stories to spark a debate about their personal preferences and them drive to order.
Our campaign kicked off with a series of online films intended to truly turn heads and dramatize how personal preference really does matter when it comes to food! We then created a fully integrated social series of content to carry on the conversation and help to position My Box as the World’s ultimate unshareable Pizza combo. Once the conversation had started, to amplify our symbol of self-indulgence we created Meal Conceal 3000 – a limited edition packaging - camouflaged cover to mask your My Box. Our social work was supported by in store materials at point of sale, a series of OOH media and ensuring that our owned assets also communicated the deal . Our targeted digital banner placements followed a similar message and opened a new day part for online ordering of pizza – the office lunch crowd!
WE TOTALLY EXCEEDED OUR EXPECTATIONS - We sold over 250,000 My Box’s across our campaign period meaning that My Box contributed over 5% of the total sales mix and has since become a permanent layer on the Pizza Hut Menu.
Our meal conceal 3000 video reached over 690,000 Facebook fans across the GCC, with over 42,000 engagements 500 fans entering our competition giving them an opportunity to own one of the limited editions covers. Our social film content also exceeded previous VTR benchmarks for both Facebook and YouTube across all markets.
Client: Pizza Hut
Year: June 2019