PIZZA HUT HAD BECOME A FORGOTTEN BRAND.

Only four years ago, Pizza Hut Australia was facing extinction. Poor brand management and operations led to the demise of a once leading giant. Today, it’s an emerging challenger and Australia’s fastest growing QSR.

But consideration amongst 14-24’s had slumped from 25% to 6% in just two months. We were also against a competitor with X10 the budget, meaning we were at risk of losing our fastest growing QSR position. Our brief to Pizza Hut (yes, we briefed them) was to create a campaign that propelled the brand into social culture, quickly lifting consideration amongst Gen Z’s to 10%, and positioning them as a true challenger - fresh territory for the once leader!

The only way to do that was to break some rules. Olympic sized rules!

That meant hacking the 2020 Olympics on social media and potentially giving away 285,000 pizzas.