The Situation

Pizza Hut Jamaica sought to develop an umbrella campaign encompassing their three best-selling pizzas: Hawaiian, BBQ Chicken, and Pepperoni. Their aim was to distinguish themselves from their main competitors while maintaining their overarching platform of “For the Love of Pizza.” Additionally, they desired to effectively represent the distinct target segments associated with each flavour. They had to find a way to promote very different flavour attributes to various categories of people in a cohesive way.

The Solution

My approach was first to do a deep dive into the creative platform they already had, and build out a creative direction from there. As I started to do my research a simple question kept surfacing in my mind: What would you do for the love of pizza? This question became the catalyst for the entire campaign, which was built out based on the insight that when people crave a particular type of food they don’t want to experiment, they play it safe and stick to the people they know will satisfy that itch, in this case, the people who know pizza. I then proposed that Pizza Hut build out completely different creatives for the different target segments under the banner “ We know Pizza”.  More specifically We know Hawaiian, We know BBQ, We Know Pepperoni by creating intriguing ads that asked our consumers what would they do for the love of their favourite flavour. Rumour has it some people contemplated rowing all the way to Hawaii, or even booking a ticket to Italy – but thanks to Pizza Hut all they had to do was call and collect or get delivery!