Brief Explanation

Philippine Standard Time became law, but private citizens were not obligated to synchronize their clocks and watches to it. Pizza Hut wanted to reinforce its Hate Late equity by getting Filipinos to have the now official time of the country and hate late too.

The Brief

On June 1, 2013, Republic Act No. 10535 established Philippine Standard Time. This act requires all public offices and media outlets to set their clocks to the same time. But the general public had no reason to adjust their clocks and watches – which did not share a standardized time, since the Philippines has never had one. Pizza Hut has always prided itself on delivering on time. It saw the establishment of Philippine Standard Time as a chance to get Filipinos into the Hate Late mindset too.

How the final design was conceived

Since Pizza Hut and on-time delivery go hand-in-hand, we decided to make them literally inseparable by turning a pizza box into a clock. When select Pizza Hut customers ordered delivery, they also received the components needed to turn their pizza box into a HATE LATE PIZZA BOX CLOCK – a clock face (where every hour was represented by a pizza slice), clock hands, a clock movement and a battery. After assembling the clock, customers could synchronize to Philippine Standard Time by calling the Pizza Hut hotline or visiting our website.

Indication of how successful the outcome was in the market

Pizza Hut successfully shifted customers to Philippine Standard Time with the HATE LATE PIZZA BOX CLOCK. The brand also strengthened its equity as the pizza delivery chain of choice for people who hate late.