Cannes Lions

PIZZA HUT RESTAURANTS

PHD MEDIA NETWORK, Makati City / PIZZA HUT / 2010

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Overview

Entries

Credits

Overview

Execution

Branded content= TRYVERTISING approach, prompted the target market to try the product and not solely create awareness. Segment within TV programme US GIRLS wherein the host invited group of young women to a surprise pasta party. It was held in one of Pizza Hut’s premium outlet and they were served with 12 variants of Pasta Perfetto. The execution engages the target market, actual taste test transpired, and unique tactic to inform the target market. Making them realise that pasta is an excellent alternative to rice. The programme “ANG PINAKA” (The Most Wanted) a weekly programme that lists up the most wanted on certain topics under the sun. A countdown of the MOST WANTED PASTA PERFETTO was done in 4 consecutive weeks. Perfect seamless execution since the content made it appear that MOST WANTED PASTA PERFETTO is the topic of MOST WANTED LISTS of programme.

Outcome

'Pasterrific' results. The unique execution of branded content through 'tryvertising' resulted to a Pizza Hut Pasta Perfetto sales up by 129%, contribution doubled from 5.5% to 11.4%. It achieved redemption targets of doubling Dine-in and Del Pasta sales triple. From the customers, 78% of those who tried will purchase same product again.

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