Pizza Hut HK blends tradition with innovation in new festive campaign

With Chinese New Year approaching, Pizza Hut Hong Kong has launched a campaign highlighting its creative approach to festive dining, blending traditional Chinese delicacies with modern pizza craftsmanship. 

This latest initiative follows Pizza Hut's tradition of introducing innovative limited-time offerings that combine creative product development with engaging storytelling to connect with Hong Kong diners. It features Pizza Hut’s new soy-braised abalone cheesy-8 pizza (醬漬鮑魚八芝批), bringing together premium Chinese ingredients with its signature stuffed crust in an innovative east-meets-west creation.

Done in collaboration with local creative agency SO DON’T BORE, the campaign is running from 16 January to 19 March. It centres around two characters, including 鮑大人, inspired by the historical figure Bao Qingtian and representing the premium abalone ingredient; and the Grand Cheesemonger, who embodies the new cheesy-8 stuffed crust made with a blend of eight different kinds of cheese.


Pizza Hut has rolled out a television commercial that captures the moment these two culinary worlds collide. Set against a backdrop of modernised Chinese aesthetics, the story unfolds as Bao's traditional sophistication meets the Grand Cheesemonger's artisanal flair, mirroring the unexpected harmony of their respective ingredients.


The campaign is being promoted through multiple channels, including television commercials, YouTube advertisements, and out-of-home media placements, targeting families and friend groups looking to celebrate Chinese New Year with unique dining experiences.


To further engage the audience, Pizza Hut has launched social media post on Instagram featuring playful English wordplay, such as "Wind live water up" for "風生水起" and "Smile mouth always open" for "笑口常開".

The campaign has also introduced the "8-treasures abalone mix" (鮑皇八寶撈), an innovative twist on the traditional Chinese "Lo-Hei" (撈起) dish. This interactive dining experience combines Pizza Hut's signature tortilla-based crunchy thin crust with the ceremonial mixing ritual associated with good fortune during Chinese New Year celebrations.


Renee Chan, director of customer experience and marketing, Pizza Hut Hong Kong, said: "Through this campaign, we aim to spread the festive celebratory vibe while creating strong memorable connections to our new premium ingredients and signature crust. The combination of traditional Chinese abalone with our innovative cheesy-8 stuffed crust represents our commitment to bringing exciting and unique dining experiences to our customers during this important celebration."

Don’t miss: Pizza Hut HK elevates dining experience with new concept store

Back in December last year, Pizza Hut launched its first concept store with an "open kitchen" in Hong Kong, featuring classic brand elements with a modern dining experience. 

Located in Tung Chung, the concept store has integrated classic Pizza Hut elements into a modern catering operation model. It seeks not only to continue the brand's consistent commitment to delicious food but also to use innovative design concepts and operational models to create a fashionable and comfortable dining space for customers.

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