Pizza Hut, and all their competitors, had a tough year in 2020. With lockdowns across the world, dining out naturally declined and sales fell drastically into negative figures. In the UAE, 1 in 5 consumers were also out of work or on reduced salaries. Restaurants had to pivot their menus to core, well-loved products at the best value to draw their audience back in. But in a region of value meal mediocrity - it was also a time for innovation.
No.1 selling product
The Big Box became the no.1 selling item on Pizza Hut’s menu, sales increased by almost 10% and the Big Box reflected 22% of sales for the duration of the campaign
We reached 3x our target engagement goal for interactions, massively exceeding our goals in reaching over 22 million people
Same-same, but different
Following on from a lockdown where takeaway sales declined and QSR brands were cast into the cold by many, as these brands started to find their way back into homes more regularly, we had to make sure Pizza Hut was top of mind. M&C Saatchi UAE had delivered successful #stayhome and lockdown Ramadan campaigns for our client, yet in this sea of meal deal sameness, we had to bring something bigger, more surprising, and innovative to the table to capture share of stomach across the region.
The brand identified that consumers would be looking for value, abundance and the security of well-known favourites from their meal, but also something to cut through the noise. So they orchestrated a never before seen collaboration with KFC. M&C Saatchi UAE positioned the well-known Big Box as Pizza Hut’s vehicle for innovation on top of value – it was still an affordable box meal made up of brand favourites, but with a Big Surprise inside.
Standing out from the crowd
Teasing the launch on socials through influencers, we then utilised social media with various tactical and engagement content pieces, display ads, PR, OOH and in-store collaterals. They successfully made the Big Box with KFC Pizza the talk of the town, and solidified the Big Box as the king of innovation in a sea of value meal ordinariness.
Topping the charts
And the results spoke for themselves. We reached 3x our target engagement goal for interactions, massively exceeding our goals in reaching over 22 million people. And most importantly, the Big Box became the no.1 selling item on Pizza Hut’s menu, sales increased by almost 10% and the Big Box reflected 22% of sales for the duration of the campaign.
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