Pizza Hut HK pushes boundaries of pizza exploration in latest 'Snakes' campaign

As the snake soup season approaches, Pizza Hut Hong Kong and local snake restaurant Ser Wong Fun (蛇王芬) have pushed the boundaries of pizza exploration in the latest "Beware of Snakes" (蛇出沒注意) campaign.

The campaign comes along with the launch of Pizza Hut Hong Kong's  two new special pizzas, including snake soup pizza and double flavour preserved sausage pizza, as part of its Autumn menu, presenting a harmonious fusion of Chinese and Western culinary elements.

Done in collaboration with local creative agency Uth Creative, the "Beware of Snakes" campaign taps into the innate human fascination with fear and curiosity, aiming to dare consumers to bravely explore new flavours.

The campaign commences with a compelling key visual that employs an illustrative approach, skilfully blending the element of fear associated with snakes alongside Pizza Hut's signature brand elements. 

To spark interest on social media, the concept of a mystery box is introduced, enclosing two exclusive pizzas for media tastings prior to the official launch. This unique packaging not only provides an element of surprise but also builds anticipation as media outlets unwrap and unveil the hidden flavours within.

To amplify the campaign's buzz, Pizza Hut has planned a series of social media posts such as giveaways, Cantonese slangs that are related to snakes and limited-time offers.

A check by MARKETING-INTERACTIVE saw on Facebook that the campaign has gained attention and interest among netizens. While some said they were interested in trying the snake pizza, some said they thought it was an April Fools’ Day campaign. 

Renee Chan, director of customer experience and marketing, Pizza Hut and PHD, said: “The Pizza Hut brand is characterised by a playful spirit and strives to exceed expectations. With this campaign, we aim to grab the attention of both traditional local cuisine lovers and newcomers, captivating them with an innovative and unconventional crossover that entices their curiosity and interest, making us the talk of the town.”

Desmond So, CEO of Uth Creative, said: "Working on this project has been an absolute delight for our creative minds. We extend our heartfelt gratitude to Pizza Hut for their open-mindedness, enabling us to explore innovative and exciting ideas. Their unwavering commitment to embracing creativity has made the entire experience truly enjoyable."

MARKETING-INTERACTIVE has reached out to Uth Creative for more information.

Don’t miss: Pizza Hut HK partners with Spy x Family to foster brand loyalty among younger audience

Back in October, Pizza Hut Hong Kong partnered with the 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 looked to engage Pizza Hut consumers via online and offline channels including social media, mobile app and the web, as well as in-store. 

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