We launched WingStreet, a brand under Pizza Hut that sells chicken wings, by introducing “Just Wing It” — a care-free attitude, a change of perspective that encourages young Hongkongers to embrace the messiness involved, making it cool through fashion and music.

Young people in Hong Kong love wings, but they are often held back by the messiness involved, as they like to present themselves well. They are afraid of having sauce around the mouth and hands, and stains on their clothes when eating.

To introduce WingStreet to the young consumers, we advocated the idea of not letting the messiness hold back their love of wings – “Just Wing It” if you love wings!

We sell wings by celebrating a care-free attitude that speaks to young consumers, and we know that it will be convincing to convey by doing it rather than saying it. Therefore, the strategy is to bring the attitude to the everyday life of our young consumers, by tapping into their passion points – fashion and music.

We manifested “Just Wing It” attitude with streetwear brand Grocery and co-created “Pre-Sauced Tee”, limited-edition tee designed with sauce stains to embrace the messiness involved that launched on 7 December, encouraging young people to flash their love of wings in care-free way.

Right after, on 8 December, we announced the collaboration with TomFatKi, hip-hop band famous for their maverick “Don’t Care” attitude and launched social activation, in which the band members in “Pre-Sauced Tees” invited fans to join UGC on Instagram from 9-16 December, showing their “Just Wing It” spirit to win tickets to their concert title-sponsored by WingStreet. We co-created branded entertainment with them, like the intermission with TomFatKi eating wings, tossing free “Pre-Sauced Tees” and branded beachballs during the 26 & 27 December show.

The campaign was supported by an online film that celebrates the bold stance of mess is inevitable but be care-free and ‘Just Wing It’.

The campaign drove 1.4M impressions and 459k reach, with +4.9% fan growth and over 1M accounts reached (+30.3%) on Pizza Hut’s Instagram and over 2M reach and +16% page visit on Facebook together with 1k new likes/followers.

The “Pre-Sauced Tee” collaboration alone generated 1.3M impressions, 404k reach and over 650 engagement; and the social activation with TomFatKi became the top performers in Q3-Q4, with 348.2k reach and 3665 likes and reactions.