Results and Effectiveness

Organic impressions within the Facebook page exceeded 1,300,000. Page likes grew 75% from 13,416 to 23,506 over the campaign period (took 6 months to accumulate the original 13k). Average of 205 "Likes" per day dauring campaign. Sales surpassed the previous pizza launch by over 20%. Achieved a sales increase YOY of 15% surpassing our target of 10%. Cheesy 7 achieved 30% of total sales mix. Due to overwhelming sales, cheese ran out! (exceeded original projections) And the brand saw a significant rise in the numbers believing that Pizza Hut is 'passionate about food' when compared to competitors.

Creative Execution

We created a spokesperson to stand up for the truth in a lighthearted and fun way. The Guru, told Singaporeans how against he was of the Cheesy 7 because it was simply too indulgent. We ensured our offline and digital activities looked different: the former appeared to be Pizza Hut advertising, the latter appeared to have been hijacked by Guru. Offline: TV, Press, OOH were used to create awareness and strong visual impact by showcasing the ultimate cheese indulgence. Online: Pizza Hut's social sites, Portal ads appeared to be hijacked by Guru, creating controversy. Guru's anti-indulgence videos, posters were uploaded on Pizza Hut's social sites, YouTube to urge viewers not to indulge. To build credibility, Guru vandalized a Pizza Hut outlet, which got covered on STOMP. Facebook Application was created for audiences to vote how Guru should be punished. Onground: Guru's "punishment" was 'Live' in-store and uploaded onto Social sites.

Insights, Strategy and the Idea

Objective: Launch Cheesy 7 Pizza, driving a 10% sales spike. Barriers: Cheesy 7 - Pizza Hut's cheesiest ever pizza with a blend of 7 cheeses in one toping. Singaporeans love cheese but statistics showed a rise in obesity levels among Singaporeans. In fact, the government increased its efforts to promote healthy eating, which made the public more health conscious. The Cheesy 7 could be overly indulgent for them. Pizza Hut needed a way to drive business since competition in the category has gotten stiffer with new products and promotions every month. Singaporean diners are also very honest and transparent when giving and taking opinions on food, especially with the popularity of food guides and blogs. It is for this reason that diners are honest and keen to spread their views. The strategy was to take the brutal honesty of Singaporean diners head-on. By using a "Truthful approach to selling indulgence".