Pizza Hut Malaysia was losing out to other food delivery brands like Dominos, McDonalds, Food Panda and Grab Food because they were not connecting with the youth. We saw an opportunity to combine people’s love of music and pizza in one memorable at-home experience. Tapping into the resurgence of vinyl with younger audiences to turn functional pizza boxes into your very own turntable. Partnering with some of the freshest local artists to create a full-on culinary music moment.

Going beyond just pizzas – we elevated pizza-lovers’ overall experience in a cutting-edge move with multi-sensory music and entertainment experience.

We turned pizza boxes into digital turntables with each box harmoniously combining different genres of music and design elements of Pizza Hut’s pizza. We took three genres that weren’t as popular to millennials, namely rock, disco, and jazz, and gave it a modern look. Even our app was designed to match the vinyl design on each box to the vinyl spinning in the app, to create one seamless experience. All they had to do is scan the code that printed on the pizza boxes and press play.

What can be better than chilling out with family and friends, listening to great music and eating pizza? Repurposing the Pizza Box from pure functionality to a consumer engagement touchpoint to reinforce brand appeal to a younger demographic by tapping into their deep passion for music, unique experiences, and all things exclusive! An at-home experience that truly elevated the everyday for music and pizza fans.

After their order arrived, users could scan the QR code, linking to the web platform giving a glimpse at the music service then calling the user to download the app to unlock full features. Once on the app, all features were available: curated playlists, competitions, rewards and restaurant discounts.

In the app playlist, there were 10 licensed and curated playlists composed of 20 tracks, all refreshed twice a month. The playlists are organised by mood, genre, flavour and artist with both local and international repertoires.

The app gave access to exclusive competitions and the chance to win unique experiences with artists including: 4 unique pizza hut moment experiences with artists, 1 fly away with Alvin Chong to Australia and tickets to Shawn Mendes gigs. To participate, the user simply scanned the QR code on the PH receipt through the Singing Pizza App.

2,800,000 Pizza boxes delivered.

130,000 Brand reconnections.

6% Sales Increase

Change in Behaviour:

- Campaign was well received with 70% scoring it at least 7 out of 10, leading to strong 82% brand consideration.

- Purchase intent has increased too, with 46% of audience claiming to have bought a pizza after seeing the campaign.