Pizza Hut HK takes consumers on ASMR journey to discover 'evilness' of new pizza

Pizza Hut Hong Kong has 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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In a conversation with MARKETING-INTERACTIVE, a spokesperson from Ogilvy said the idea behind the campaign came from the observation of healthy diet becoming more of a big topic in Hong Kong and F&B brands are trying to draw people’s eye and appetite to their products, therefore the effort in avoiding any negative association particularly with health is common and obvious, with the all-too-similar naming and narrative, "To make a strong presence on the F&B battlefield for Pizza Hut’s newly launched salted egg shrimp pizza, we wanted to take on a bold swing at it," the spokesperson said. 

Another observation the partnership has made was salted egg being an iconic representation of “evil food” — a term used to describe food that is “sinfully tasty and indulging”, which is not commonly heard in the voice of big F&B brands. "But for this salted egg shrimp pizza, we did not want to shy away from its true "evilness” and boldly positioned it as “evil yet healing” — a nudge to people to give in to the tasty temptation. With the uprising trend of AMSR in recent years, we see 'The Evil Pizza' not just another new flavour from the brand, but a healing from the mundane and hectic lifestyle. So we created 'The Evil Take'," added the spokesperson.

In terms of mediums of promotion, Pizza Hut has launched YouTube ads, OOH including ads on bus bodies and digital banners, as well as on-going social executions on Pizza Hut's social platforms.

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