Pizza Hut MY revs up delivery experience with Ferraris (No it's not a prank)

Pizza Hut Malaysia is using Ferraris to deliver its pizzas. No, it is not an April Fool's joke. The brand is indeed revving up its customer experience by slipping in this special surprise only for 1 April. Working with Fishermen Integrated, the pizza chain first teased consumers with a Facebook post on 31 March, asking them if they were excited to experience Malaysia's hottest pizza delivery on 1 April. As the post was published close to April Fool's, several consumers wondered if it was a joke. However, what seemed like a potential April Fool's joke turned out to be a legitimate customer offering.

https://www.facebook.com/pizzahutmalaysia/posts/10158971767354654

CMO Emily Chong told A+M that the idea came when it reviewed every step of its consumer journey, the first moment of truth being the point of the pizza's arrival. "The eager anticipation for pizza arrival is a strong emotion that we can tap onto, presenting a huge opportunity for us to delight our customers in the most unexpected way," she said.

Chong explained that April Fool's Day is popularly known as that one special day in the year where individuals have the licence to let their hair down, pull some pranks and have a good laugh. It is also a day that reminds consumers that life without fun is incomplete. "Rolling this unique experience on this very day itself helps to reinforce our brand promise of delivering easy, fun experience, making our brand relevant to every day Malaysians," she said. 

Determined to innovate pizza delivery and make pizza arrival fun, Pizza Hut wanted to delight in an unexpected way. It also wanted to spotlight its piping hot pizzas and the team felt that having the hottest and tastiest pizza delivered in the hottest and the fastest car in town was the best combination to bring to life this unique experience.

When asked about the ROI Pizza Hut hopes to achieve from this, Chong said brand mentions and engagement has become one of the currencies to measure brand relevancy and brand love. Hence, the brand aims to continue bringing fun and memorable experiences to many more Malaysians.

"We believe that by continuing delighting our customers in a relevant way at the key moment that matters, our customers will keep coming back to the brand and even advocate to their friends and family. This is the power of social and word-of-mouth," she added.

Meanwhile, Fishermen Integrated's ECD Andrew Tan said: "April Fool's Day has traditionally a marketer's creative showcase of pranks from unexpected product launch to strange flavours. This year for Pizza Hut, we wanted a prank that stood out amongst other brands. We launch Pizza Hut Hottest Delivery on April Fool's Day. A supercar pizza delivery crew but with a twist. What started of as a prank, we surprise our customers that in fact, it was real."

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