Pizza Hut Indonesia goes big with a 2-hour Ramadan ad – and it pays off

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Ramadan is a high-stakes season for food and beverage brands in Indonesia, with competition peaking as companies battle for consumer attention. While many brands opt for emotional storytelling to resonate with audiences, Pizza Hut Indonesia took a radically different approach, launching a two-hour-long advertisement titled "NON-STOP SERU 2 JAM BARENG DIP & CRUNCH."

The campaign, centred around the brand's signature one-metre LIMO Pizza and the newly introduced Dip & Crunch, delivered an endless loop of fun, comedy, and shared moments.

In contrast to the traditional sentimental Ramadan commercials, Pizza Hut focused on creating an immersive experience that captured the essence of prolonged togetherness during the fasting month.

Don't miss: Pizza Hut brings MONOPOLY to life with in-store and online activations

The unconventional format paid off. Within just two weeks, the ad racked up impressive viewership and engagement, with audiences responding enthusiastically to its catchy jingle and unexpected duration, the company said, without disclosing the numbers. The campaign tapped into the feeling of Ramadan moments that seem to last forever, making it an apt and memorable strategy.

As of 27 March, the video has received over 3 million views on YouTube, as monitored by MARKETING-INTERACTIVE.

"As a brand that has been in Indonesia for four decades, we continue to strive to stay relevant by understanding the essence of Indonesian culture towards Ramadan season and translating it into a distinctive creative material to break the clutter," said Astari Fitriani, senior brand and innovation manager at Pizza Hut Indonesia.

"It might seem like a risky choice, but we are glad that the audience's reception has been positive. This encourages us as a brand to continuously be a pioneer, pushing boundaries, innovating, and not just sticking with the status quo," she added.

Pizza Hut Indonesia's initiative demonstrates that breaking conventions can be a powerful tool in capturing attention and reinforcing brand relevance. In a market saturated with similar narratives, its willingness to take a creative risk proved that innovation and boldness can set a brand apart and drive meaningful engagement.

Recently, in Singapore, Pizza Hut partnered with Hasbro to bring MONOPOLY to life with themed restaurant makeovers, interactive games, and exclusive rewards. It also offered a one-night-only private Valentine's dinner at Marina Square, complete with live violin music, a curated menu, and personalised mementos.

In Hong Kong, Pizza Hut collaborated with SO DON'T BORE to introduce the soy-braised abalone cheesy-8 pizza, blending premium Chinese ingredients with modern pizza craftsmanship through a storytelling-driven TV commercial.

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