Brief Explanation

We needed to reinforce Pizza Hut's position as the pizza delivery service of choice in the minds of consumers by demonstrating the brand's commitment to innovation. Our big idea came out of a tasty insight. When are people most likely to order a pizza? Movie night. Pizza and movies are a match made in heaven, so we combined the two in a revolutionary new way. Working with product designers, packaging experts and street artists we created the Blockbuster Box - a unique pizza box that transforms into a movie projector.

Results and Effectiveness

The limited edition Blockbuster Box was a resounding success, delivering on its goal of creating fame around Pizza Hut as a true innovator. The proven success of this promotion in the test market of Hong Kong means that the Blockbuster Box will be coming to a Pizza Hut near you soon.

Creative Execution

Our big idea became the media itself - the Blockbuster Box so intrigued consumers that it became a sought-after item, while in-store posters and online/mobile banners helped to get the initial word out.

Insights, Strategy and the Idea

As the Hong Kong pizza delivery leader, Pizza Hut has found success by staying true to its core brand values of freedom, sharing and innovation - things that all resonate with its target audience of young consumers. It's this 'Customer Mania' at the heart of everything Pizza Hut does that drives the brand forward.