Pizza Hut is one of the most recognized brands around the globe. Suppose there’s one product that has had hearts; you know, Pizza Hut’s a place that wins hearts and stomachs all over. For 11 years on the run, it has been the ‘Most Trusted Food Service Brand’ according to Brand Equity, a testament to its genuine connection with customers in India. Pizza Hut’s variety, affordability, and appeal to youth as well as families make it a household name.

• Global recognition as a trusted brand
• Wide appeal to Indian families and youth
• Affordability and product variety
• Innovative offline campaigns that yield success
• Remains current with good marketing

This blog covers how Pizza Hut has used offline marketing campaigns to create a brand, thus spreading brand loyalty while remaining competitive.

What Is Pizza Hut?

Pizza Hut is perhaps one of the most legendary American food chains today. It offers pizza, pasta, and a host of other side orders. Founded in 1958 by two brothers in Wichita, Kansas, it has since become one of the world’s biggest restaurant chains, with more than 16,000 outlets.

• Founded by Frank and Dan Carney
  The Carney brothers borrowed $600 from their mother to establish Pizza Hut, which is currently a household name worldwide.
• Subsidiary of Yum! Brands
  Yum owns Pizza Hut! Brands also owns the world’s largest restaurant companies, KFC and Taco Bell.
• First international chain in India
  Pizza Hut first opened its Indian branch in Bangalore, marking the beginning of its expansion in one of the world’s most populous markets.
• Global reach with 16,796 outlets
  It has a global footprint of 16,796 outlets, ranking it as the sixth-largest restaurant chain in the world.
• Quality upheld through local sourcing
  Pizza Hut maintained quality by sourcing ingredients locally to ensure that the products remain fresh and of great quality.

Why Pizza Hut Engages Marketing

Marketing is the lifeblood of Pizza Hut as it survives the food industry, which remains one of the most competitive in the world. Given that competitors like Domino’s will always be on top of new innovations, Pizza Hut has to consistently do strategic marketing to maintain its market share of loyal customers.

• Compete with others like Domino’s
  Since Domino’s is always innovating, Pizza Hut will have to keep up with its customers with marketing.
• Build brand and reach through various media.
  Pizza Hut uses TV commercials, radio, and billboards, as well as online tools such as social media and Google Ads, to constantly remind the consumer of the brand.
• Offline campaigns are emotionally connected
  The strategy behind Pizza Hut’s offline campaigns is to be more emotionally connected to its customers and use strategies like nostalgia and cultural connectivity.
• Web and non-web strategies
  Pizza Hut merges web and non-web strategies by using SEO, email marketing, and outdoor advertising.
• Try new marketing concepts.
  Pizza Hut occasionally tries out new marketing concepts because it knows that some concepts will resonate better with the audience than others.

Great Marketing Campaigns from Pizza Hut

The uniqueness of the marketing campaigns done by Pizza Hut lies in their ability to touch the heart of the audience while providing an irresistible value proposition. These are some of the campaigns which have marked its success:

Newztalgia

The Pizza Hut marketing campaign during the lockdown period aimed to bring back old memories for both the youth and the older generation.

• Pizza Hut collaborated with Craig Robinson and partnered with Pac-Man.
• The ad featured Robinson as Pac-Man, portraying a “kid at heart and ultimate pizza lover,” enjoying the $10 tastemaker delicious pizza while playing the PAC-MAN tabletop game, reminiscent of the old days dining in at Pizza Hut.
• Limited edition pizza boxes contained QR codes that allowed customers to:
  • Play an augmented reality version of the game.
  • Enter sweepstakes to win a custom PAC-MAN game cabinet by sharing their game scores on Twitter with hashtags #PizzaHutARcade and #Sweepstakes.
• Various tools like TVC, radio, and print media were used to grab attention.

Pizza Hut Javenge 99 Mein Khavenge

In this Pizza Hut marketing campaign, the brand offered the tastiest pan pizzas at just Rs.99.

• Popular YouTube star Bhuvan Bam was approached to amplify the campaign for the TVC commercial.
• The ad showed him:
  • Riding a scooty that hits a truck.
  • Hypnotized by the thought of pizza and eventually grooving his way to Pizza Hut while being carried away by a crow.
• The campaign was showcased in multiple languages across TV and digital platforms.
• Focused on the price point and emphasized the dine-in experience.

 Shut Up and Take My Money Back

This Pizza Hut marketing campaign was launched to appeal to the younger generation, especially Gen Z, college students, and job seekers.

• The campaign introduced a range of 12 delectable Flavour Fun pizzas at Rs.79.
• Partnered with actor Anuradha Menon, who performed the ‘Shut Up and Take My Money’ dance hook step in a petrol pump setting.
• Marketing was done through a 360-degree campaign across:
  • Digital and social media platforms.
  • Mobile apps, OTT video, and audio platforms.
  • PR and influencer outreach.
  • OOH advertising, in-store branding, radio, and print.

Dil Khol Ke Delivery

This campaign focused on enhancing Pizza Hut’s delivery touchpoints and making delivery “Dil Khol Ke” in every sense.

• The brand promised:
  • Best quality pizzas at affordable rates.
  • A hassle-free delivery system.
  • Special limited-time offers and coupons for discounts.
• Collaborated with actor and comedian Anuradha Menon for the first time.
• The campaign was advertised using:
  • Television commercials.
  • Social media platforms.
  • Print media and billboards.
• The primary focus was shifting the brand position from an affordable casual dining place to a stronger delivery bond, especially post-pandemic.

Too Good to Be True but True

This campaign aimed to provide unbeatable value to customers.

• Introduced the £5 Favourites Menu, which included medium-sized pizzas and sides for just £5.
• Actor Parker J Patterson featured in a short film, delivering several humorous lies before revealing the truth about the £5 menu.
• The campaign was promoted across:
  • Social media platforms like Instagram, YouTube, and Twitter.
  • Television commercials and radio platforms.

Ultimate Pan Satisfaction

Ahead of the cricket and festive season, Pizza Hut launched ten new ranges of pan pizzas to provide the ultimate pan satisfaction to customers.

• Aimed for a 30% growth in sales.
• Promoted across digital and social media platforms.
• Organized an event celebrating the 40th pan anniversary across 55 countries.
• Introduced a wide range of pizzas and various offers for customers.
• The campaign delivered the message of an oh-so-satisfying pizza experience, focusing on:
  • Product innovation.
  • Safety and hygiene measures.
  • Strong delivery services.

Pizza Bada Bill Chota

Pizza Hut launched the Pizza Bada Bill Chota campaign on 15th August 2013 to address rising prices and inflation.

• Increased pizza size by 23% without any additional cost to customers.
• Focused on delivering a satisfying and valuable dining experience for families and friends.
• Used TVC as the main channel, featuring:
  • Two friends ordering a medium-sized pizza and being pleasantly surprised by a larger pizza.
  • A voiceover concluding the ad with “Pizza Bada Bill Chota.”

Final Thoughts

Pizza Hut’s advertisements always connect the hearts through emotional connections, value propositions, as well as efficient delivery systems. These advertisement campaigns enabled Pizza Hut to become a favorite brand in India and elsewhere.

• Appeals to emotions in the nostalgic campaign
• Value-based products at affordable rates
• Media channels reach customers
• Relatable ads so that diverse audiences engage with them
• Keeps innovating to stay in competition

To remain relevant in this dynamic market, Pizza Hut has adjusted its marketing strategy and thus continued to thrive.