Pizza Hut HK brings Italian gladiator fights to life with product campaign

Pizza Hut Hong Kong has launched a campaign to introduce a range of new limited-time offerings, bringing new culinary delights to customers and driving visitation to its restaurants. 

Available from 18 July until 25 September, the campaign seeks to inject freshness to Pizza Hut’s signature menu, featuring the two heroes of the new series - Pizza Hut’s ‘Cheesy bites crust’ and the newly launched ‘Crunchy thin curst’ pizza, highlighting the wide range of pizza crusts that Pizza Hut offers. 

Done in collaboration with local creative agency So Don’t Bore, the campaign targets discerning customers who enjoy premium ingredients at affordable prices and customers who love trying new and innovative products, said a spokesperson from Pizza Hut Hong Kong when MARKETING-INTERACTIVE reached out.  

The campaign comes with a tagline "Twist, crunch and dip", showcasing the unique features of the two premium pizza offerings and a unique Italian dipping sauce.  

As part of the campaign, a 30-second video opens with two fierce gladiator warriors, each representing one of the new pizza varieties, locked in an intense battle. The fight takes an unexpected turn when they discover they are long-lost brothers and heirs to the Pizza Kingdom, ruled by their father, the King. 

The gladiators' crafted armour and weaponry, along with the 3D-rendered Colosseum backdrop, create a cinematic effect that highlights Pizza Hut's innovative products.  

To maximise the impact of the campaign, a holistic 360-degree communication campaign was rolled out on multiple platforms spanning TVC, YouTube ad, KOL, mirco-influencers, digital banners, Facebook and Instagram, third-party social media exposure, conventional media, and Pizza Hut’s channels, amongst others. Customers who can capture the two competitors in the video on Pizza Hut's social platforms, can get a chance to enjoy one of the two new pizzas for free.

“Culinary innovation is at the heart of what we do at Pizza Hut. We are committed to bringing delicious and delightful dining experiences to our customers. The new offerings not only present creative and tasty alternatives to our widely loved legendary recipes but also exemplify our dedication to quality,” said the spokesperson.  

“With the launch of the twist crunchy dip series, we are excited to set a new trend in the market by introducing pizza pairing with dip sauces and bringing to customers premium ingredients, such as black truffle and Parma ham, at affordable prices,” added the spokesperson.

Don't miss: Pizza Hut HK invites French bulldog to tip the medal wins of HK athletes

Most recently, Pizza Hut Hong Kong invited a French bulldog to help tip the medal wins for Hong Kong athletes during the Paris Olympics Games as part of its new “Frenchie predictions” social series. 

With sports fever sweeping through Hong Kong, Pizza Hut seizes the moment to explore innovative ways to show support for Team Hong Kong, said a spokesperson from Pizza Hut when MARKETING-INTERACTIVE reached out.

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