Pizza Hut HK fosters brand loyalty with new mahjong sets this CNY

It's that time of the year when families and friends gather at mahjong tables. As the Year of the Dragon is approaching, Pizza Hut Hong Kong has unveiled two branded crystal mahjong sets as part of its customer relationship management (CRM) campaign.

Available from 11 January, the campaign features two crystal mahjong sets with a limited quantity of 800 sets, aiming to engage and reward consumers, especially the Hut Rewards members.

The mahjong sets include “必勝水晶麻雀套裝” (pictured left) and “開運水晶麻雀套裝” (pictured right). The former features the brand's signature red pizza box design and resembles a vibrant "Pizza box", symbolising success and good luck. Meanwhile, the design inspiration for the "開運水晶麻雀套裝" comes from the brand's classic pizza box.

Both sets are packaged in faux leather with a special embossed pattern on the cover. The boxes are imprinted with a silver-red brand logo and the words "2024 Hong Kong Limited Edition."

Furthermore, each mahjong is made of a red base and transparent crystal material exclusive to the brand. The engravings on each mahjong are designed with unique Pizza Hut elements such as pizza, motorcycles, mobile app icons, chicken wings, salads and pasta.



A spokesperson from Pizza Hut Hong Kong told MARKETING-INTERACTIVE that the campaign mainly targeted Pizza Hut’s loyalty programme, “Hut Rewards” members, by offering them advanced ordering opportunities and exclusive deals such as free pizzas and e-coupons. Members who purchase the mahjong sets can enjoy several exclusive offers such as e-coupons of its new limited-time pizza to be launched on 25 January and dining e-coupons.

While customers can place their orders for the mahjong set through Pizza Hut’s website or mobile app for a seamless experience, the brand will launch an “instore direct order and pickup” at over 20 Pizza Hut outlets in Hong Kong and all Pizza Hut outlets in Macau from 25 January onwards.

In terms of promotion, the spokesperson said that the campaign was amplified through various channels, including Pizza Hut’s Facebook and Instagram pages, mobile app and website, as well as PR, media and digital advertising. 

Renee Chan, director of customer experience and marketing, Jardine Restaurant Group, said: “We are glad to kick off the new year with a classy and HK-unique campaign to continue to reward our loyal customers. We hope to bring more exciting moments to our fun-loving customers with highly sought-after premiums designed exclusively for all Pizza Hut lovers.”

“The Chinese name for Pizza Hut extends the meaning beyond just pizza, but also with good-luck (必勝) blessing behind it. The design of the mahjong sets best delivers our brand essence with unique elements that make it a must-have for the Chinese New Year,” Chan added.

Don’t miss: Pizza Hut HK takes creativity to new heights with first AI deepfake campaign

Back in November last year, Pizza Hut Hong Kong launched its first artificial intelligence (AI) deepfake campaign, creating a mood twist for the launch of its limited-edition seafood and chicken twisted crust pizzas.

In collaboration with digital agency Isobar Hong Kong, Dentsu's digital creative agency, the video ad kicked off with the introduction of local actor Neo Yau. In a hilarious twist, Yau's face was seamlessly superimposed onto a little girl's body. The mischievous little Yau, hungry and impatient, pushed a chair that accidentally hits the real Yau, who was portrayed as the waiter in the scene.

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