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Pizza Hut
Melts are not for sharing

RAN IN:

CLIENT
Pizza Hut

AGENCY
Publicis Groupe - Publicis Middle East *Lead Agency


Merkle Mena Dentsu


SUMMARY

With the rise of individual consumption amongst the youth, Pizza Hut’s business was under threat. We needed to enter the solo-consumption space and compete against well-established players: KFC and McDonald’s. Pizza Hut launched a non-pizza innovation, Melts: a disruptive product that needed disruptive communications. We created an ‘anti-sharing’ movement, that went against social norms to appeal to the young generation’s need to do things their own way. A bold approach that protected Pizza Hut’s business, won the hearts and minds of youth and threatened the biggest players in the category.

CASE VIDEO


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Language: English