Pizza Hut partners with Pokémon to engage with extensive pool of customers

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Pizza Hut has partnered with the beloved Japanese character Pokémon to drive engagement with an extensive pool of targeted customers in its latest campaign.

Running from 31 October 2024 to 15 January 2025, the campaign targets different generations of Pokémon fans, Pizza Hut lovers and members, card game collectors, and families with children, from Hong Kong and Macau.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Pizza Hut said: “Pizza Hut chose to partner with Pokémon because we hope to leverage its remarkable multi-generational appeal and mass popularity. No matter where you are or who you are, Pokémon has been a part of everyone's life. Pokémon and its friends have a unique charisma that connects them with audiences and different kinds of people.”

“We share the goal of bringing happiness to everyone through storytelling, delicious limited-edition food, innovation, excitement, and, ultimately, sharing joy with HK,” the spokesperson added.

The campaign would reinforce the brand leadership of Pizza Hut and also highlight the privileges of being a Hut Rewards loyalty member, said the spokesperson. "This motivates target audiences’ awareness and intention for trial, drives membership enrolment, increases traffic footfall, and elevates the experience and brand equity in the long run."

As part of the campaign, Pizza Hut has introduced a series of instagrammable dishes, including the Jumbo shrimp volcano pizza with crab stick and sour cream lava dip sauce, Leek duck volcano pizza with Sichuan pepper and sour cream lava dip sauce, Japanese omurice and more. Two refreshing and eye-catching drinks with themed package also capture Pokémon fans.

The campaign is also promoted via multiple channels, including Pizza Hut’s owned social media and digital platforms, PR and media, influencer engagement, TV commercial and out-of-home ads, digital advertising, customer-relationship-management advertising, and instore visual merchandising and promotions.

All Pizza Hut stores in Hong Kong and Macau will have a Pokémon touch including menu, table sticker, dine-in ordering device. Three Pizza Hut stores have been turned into “themed stores”, offering unique dining experiences with Instargammable decorations. These include a photo wall and gallery, a Pokémon corner for children's fun, and a dining area dressed up with different Pokémon series characters, fulfilling the consumer’s desire for socially sharable experiences, the spokesperson added.

Furthermore, Pizza Hut has rolled out packaging and utensils designed with Pokémon elements for both dine-in and takeaway. By ordering special drinks, customers can randomly receive a Pokémon coaster featuring Pikachu, Charmander, Squirtle and Bulbasaur, while receiving a cup sleeve with Jigglypuff or Psyduck on the cup sleeves. Customers also have opportunities to get Pokémon deco card, pizza boxes and a special sticker.

Renee Chan, director of customer experience and marketing, Pizza Hut, said: “We are thrilled to partner with Pokémon as part of our continuous effort to delight our customers with unique and exciting dining experiences. We strive to bring endless surprises with customised elements through storytelling, connecting seamlessly to the characteristics of Pokémon nature across all Pizza Hut channels.

"As the festive season approaches, we believe that extending engaging activities, such as birthday parties and pizza-making workshops, is the perfect choice for families and friends! The excitement and tailor-made merchandise for Hut Rewards members highlight the importance of our loyal members visiting us. We are more than happy to see the overwhelming market response since launched, and look forward to embarking on more exciting journeys with our customers," she added.

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