Pizza Hut MY sheds light on hunger for World Hunger Day

Pizza Hut Malaysia has partnered with Mediabrands Content Studio (MBCS) to launch a campaign targeted at raising awareness of hunger and inviting Malaysians to ‘share a slice’ to combat it.

In conjunction with World Hunger Day this year, MBCS transformed Pizza Hut’s online menu to depict pizza pie charts that shared critical stats on hunger, malnourishment and poverty affecting Malaysians.

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Consumers visiting the Pizza Hut online store on that day were greeted with pizza visuals transformed into pizza pie charts. These charts included statistics such as, ‘52% of Malaysian families in low-cost flats can’t afford a daily meal’, coupled with a call to action to share a slice through donations, via Pizza Hut’s Hut to Heart page.

Mun Tuck Wai, executive creative director with MBCS said that during the planning for the campaign, the team did extensive research to curate facts on world hunger, and the situation in Malaysia.

“What struck us was that this information would really hit home when visualised, and that’s how the idea was born. By reimagining the iconic pizzas of Pizza Hut into pie charts with hard hitting data, we were able to truly depict the severity of hunger and poverty in the community. We hope Malaysians who consume pizzas on that day, will also consume these facts to drive social talkability, awareness, and share a slice with those in need,” he said.

The chief marketing officer of Pizza Hut Malaysia, Emily Chong said that the aim behind turning its menu into pie charts for World Hunger Day was to shed light on the plight of numerous Malaysians who go hungry every day.

“Our intention with this campaign was to raise awareness on this incredibly prevalent social issue and seek to drive action amongst Malaysians to share a slice with each purchase they make online on that day.”

In response to donations raised on the day, Pizza Hut Malaysia has committed to doubling its value and translating it into an equivalent pizza value, resulting in more than 1000 personal pizzas distributed to feed the hungry.

The CSR initiative comes under Hut to Heart, Pizza Hut’s initiative to empower people to change their communities and their lives for the better and is in line with the social purpose of global parent company YUM – “A Slice for Everyone”

Earlier this year, Pizza Hut Malaysia and Coca-Cola teamed up to create a range of innovative flavour offerings, including ‘Hawaiian Cola Pizza’ and ‘Krispy Cola Wingstreet’ in a bid to create a new taste experience. 

The two iconic brands have fused their most loved signature products, combined two distinct flavours and have created a new experience for consumers. The month-long campaign, which commenced on 1 August, saw a four-month long process of development come to fruition. During the development stages, multiple recipes and combinations were tested before the pizza brand settled on the chosen flavour profiles.

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