Pizza Hut channels challenger brand mentality and pledges more marketing creativity
Pizza Hut will act more like a challenger brand in its marketing this year with more creativity and innovation as it aims to topple rival Dominos, with a new Australia Day campaign centred around a Vegemite-crust pizza the first piece in the puzzle.
The brave new campaign, the first from agency Host since it took over the account in November from M&C Saatchi, sees a series of foreign backpackers trying the Mitey Stuffed Crust pizza with verdicts ranging from “shit” to “that’s disgusting” and like “petrol”, but ending with two Aussies enjoying it.
https://www.youtube.com/watch?v=Wj2J9_FXyJ0
Pizza Hut’s head of marketing Fatima Syed told Mumbrella the campaign, which is only running on social media and digital channels, was based on the insight “you’ve got to be Australian to truly appreciate Vegemite”.
Nice one Host!
Great!!
Great campaign. Great to see some clients taking a risk.
nice work
Come on – should have had the vegemite and cheese crust with lamb and pineapple topping – the dough needs to be made like a beer batter using VB – Happy Australia Day
hey mumbrella, the ad has disappeared…everywhere.
Someone’s basically lifted Marmite’s entire strategy. It’s not brave, unless you’re a company that still goes weak at the knees at a cheese pull shot. They’ll be back to producing their usual dross soon enough.