PASTA PERFETTO PASTERRIFIC

TitlePASTA PERFETTO PASTERRIFIC
BrandPHILIPPINE PIZZA HUT
Product / ServicePIZZA HUT
CategoryA01. Best Use of Television/Cinema
EntrantPHD MEDIA NETWORK Makati City, THE PHILIPPINES
Entrant Company:PHD MEDIA NETWORK Makati City, THE PHILIPPINES
Media Agency:PHD MEDIA NETWORK Makati City, THE PHILIPPINES

Credits

Credits

Name Company Position
ELAINE GUZMAN Philippine Pizza Inc. VP-Marketing
EDGAR CAPER Philippine Pizza Inc. Ad and Promo Manager
HERMIE DE LEON Omnicom Media Group President\CEO
ANTON BALON PHD Media Network Media Manager
KEN YODOKAWA PHD Media Network Business Manager
ME-AN V. BERNARDO PHD Media Network General Manager

Results and Effectiveness

The seamless execution and weaving the branded content as “part of the program” through TRYVERTISING resulted to a 129% Pizza Hut Pasta Perfetto increase in sales, with pasta perfetto’s contribution to total company doubling from 5.5% to 11.4% (resulting to a 107% growth of the company). It achieved redemption targets by doubling Dine-In and tripling Delivery Pasta sales. Pasta Perfetto also received positive customer feedback with 78% of those who tried, said they will purchase same product again.

Creative Execution

With the multitude of good pasta recipes out there, we discovered that, one can eat pasta everyday for a year and never repeat the same recipe twice. This was the idea weaved in the creative media execution, together with educating, informing and making the target market realize through experience that pasta is not only spaghetti. The strategy of “Tryvertising” through Branded content execution was implemented: o Studio 23’s US Girls, host invited group of young women to a surprise pasta party and were served with 12 variants of Pasta Perfetto. o The program “Ang Pinaka” (“The Most), is a countdown\lists up the most wanted on certain topics created execution of an episode “Ang Pinaka” Favorite Pasta (The Most Favorite Pasta) appeared an integral part of the program body. The approach marked the birth of a seamless execution making it a part of the program with actual taste test and testimonials.

Insights, Strategy and the Idea

In general, Filipinos equate the word “PASTA” to “SPAGHETTI”, food only eaten during special occasions, thus, for the consumer who prefers pasta they would either settle with the value offerings of leading food chain – Jollibee and McDonalds or go to fine-dining restaurants that offers it for a cost. Known as a pizza innovator, Pizza Hut saw the great opportunity for the pasta market. Without having enough resources to match the spending of dominant players, it hinged on the heritage of Pizza Hut the brand and the insight of how the target market will not just rely on unfounded information. It should be factual, based on the belief of the majority, and then proven and them personally experiencing it themselves.