Pizza Hut HK puts weird greasy man's face on box lid, says it's the brand ambassador

Pizza Hut has disclosed the identity of its brand ambassador as celebrity Neo Yau, amidst heated discussion over the mysterious greasy man's face on a pizza box lid. 

In a conversation with MARKETING-INTERACTIVE, a PR representative of Pizza Hut explained that "the Pizzatainer has been an important brand asset for Pizza Hut Hong Kong, as a lead character who is central to every communication and delivers fun pizza moments to the Hong Kong audience.” The spokesperson also said that the brand wants to introduce a more relatable and magnetic personality, someone who has the comedic and witty attributes to amplify every voice and act of the Pizza Hut brand to further engage with younger audience. They aimed to partner with a person who can outshine the excitement of the Pizzatainer.

The company added that Yau would be ideal after much deliberation, as a cultural influencer who has been drawing humour from local culture and social happenings, an entertainer who is playfully serious and seriously playful, and in all aspects, demonstrated the most important characteristic owned by the Pizza Hut brand – the “out-of-routine” charisma.  

"When it comes to announcing Yau as the brand’s ambassador, unconventionality is the norm," said the spokesperson. Moreover, the company has opted for a more blatant approach in the campaign by posting a curious image of the grease on the box lid resembling a man’s face, followed by more similar photos that helped people identify Yau. Leveraging the heated discussion of the bizarre grease box, the PR ran a social prank of Yau going solo – later unveiled all this is actually the introduction of Yau as the Pizza Hut ambassador. Threads of discussion talking about the stunts are created.   

“In Hong Kong market, where there is the abundance of celebrity endorsement and short lifespan for creative works, it’s all about making noise and creating conversation for the brands. We did it in a disruptive, unexpected way that seamlessly connects the brand to the young Hongkongers, exactly in the manner how they have been enjoying social media,” the representative added.   

Wendy Leung, marketing director at Pizza Hut Hong Kong, said: "The Pizza Hut brand is all about fun and beyond expectations, we believe Yau 's creativity and humor resonates with the young segment and matches well with the brand."

Sherman Yeung, business director at Ogilvy Hong Kong, said: "To manifest Pizza Hut’s distinctiveness – we need out-of-the-box ideas, being served in the most unexpected manner and delivered by an ambassador who is authentically interesting and creative."

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