Title | PIZZA HUT'S STAND-UP COMEDY RESTAURANT |
Brand | YUM CHINA |
Product / Service | PIZZA HUT |
Category | B05. Partnerships & Sponsorship |
Entrant | MINDSHARE CHINA Shanghai, CHINA |
Idea Creation | MINDSHARE CHINA Shanghai, CHINA |
Media Placement | MINDSHARE CHINA Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Jasmine Yang | Yum China | Client |
Chloe Lu | Yum China | Client |
Angie Liu | Yum China | Client |
Carey Wang | Mindshare China | Account Lead |
Rita Li | Mindshare China | Account Lead |
Nicholas Short | Mindshare China | Case Study |
Hans Shao | Mindshare China | Case Study |
Pizza Hut first entered China more than three decades ago. Since then, it has grown to become China’s leading casual dining brand (CNRS 2020). However, due to COVID-19 and the rise of app delivery, China’s restaurant industry was down 17% at the start of 2021 (China Bureau of Statistics). Making matters more difficult was a drop off in young diners nationally, who sought trendy and culturally relevant experiences.