Pizza Hut HK partners with Spy x Family to foster brand loyalty among younger audience

Pizza Hut Hong Kong has partnered with Japanese manga series Spy x Family to promote the brand’s membership programme and bolster brand loyalty among the younger audience. 

Leveraging the popularity of the manga series, the partnership looks to engage Pizza Hut consumers via online and offline channels including social media, mobile app and the web, as well as in-store. 

Utilising a range of specially designed time-limited premiums, the partnership looks to highlight the exclusiveness and value of being a Hut Rewards member. This will help motivate target consumers, drive membership enrolment, and increase traffic and sales in the long run.  

Available from 16 October until 31 December 2023, the partnership also aims to create a unique and exciting dining experience for consumers with limited-time store decorations and uniquely designed pizza boxes. 

All Pizza Hut stores in Hong Kong and Macau will see the incorporation of Spy x Family-themed table stickers, and popups in dine-in ordering device.  

A total of 11 Pizza Hut stores in Hong Kong are also being turned into “themed stores” offering unique dining experiences with Instagram-worthy photo spots catering to the modern consumer’s desire for socially sharable experiences. 

To engage a wider audience, the campaign is promoted via social media and online platforms including Facebook, Instagram, YouTube; digital advertising; in-store promotion; Pizza Hut Hong Kong & Macau app and website.  

The measurement of the return on investment of the campaign includes the growth in membership acquisition, brand elevation, awareness and engagement across media, social media and other online channels. 

“We are delighted to partner with Spy x Family as part of our continuous effort to engage the customers and provide exclusive offers and values to our Hut Rewards members. Through the campaign, we hope to bring more exciting and rewarding moments to our diners, with unique elements tailored for both takeaway and dine-in, including the specially designed pizza boxes and the Instagramable themed stores across Hong Kong,” said Renee Chan, director of customer experience and marketing, Pizza Hut and PHD. 

“The market response has been very encouraging, and we look forward to seeing great results from the campaign and bringing many more exciting surprises to our loyal customers in the near future!” Chan added. 

Don't miss: Pizza Hut HK takes consumers on ASMR journey to discover 'evilness' of new pizza

Back in April this year, Pizza Hut Hong Kong partnered with creative agency Ogilvy to unveil the latest campaign “The Evil Take”, a parody of Japan’s ASMR-like music channel featuring the brand's ambassador Neo Yau to promote its newly launched salted egg shrimp pizza. 

Within the campaign video, Yau was seen in a recording studio “playing” the pizza on a turntable and taking people on a sensational ASMR journey — the swirling and dripping of the salted egg sauce, the crunching of crust along with the pulling of the soft and hot cheese within — with truthful naming and narrative and no background music track, letting the "evil yet healing" salted egg shrimp pizza speak for itself, visually, audibly, literally.

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