Pizza Hut revitalises Cheung Chau Bun Festival to appeal to Gen Z audience

In celebration of the annual Tai Ping Ching Chiu, aka the Cheung Chau Bun Festival (Bun Festival), Pizza Hut Hong Kong and Edelman have introduced a limited-edition lucky bun and free Cheung Chau ferry rides to spread blessings of peace and health to Hongkongers.  

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Edelman said it recognised the deep cultural significance and heritage that resonates with the people of Hong Kong. By embracing these elements, it has crafted itself into a vital part of the city's Bun Festival.

"Our aim is to infuse fresh ideas and energy into this celebration, resonating particularly with our Gen Z audience who have a deep appreciation for such cultural moments," the spokesperson added.

Available from 13 May until 15 May, the campaign kicked off with the introduction of a limited-edition "Red bean cheese lucky bun”. Customers can indulge in a set of two lucky buns for a discounted price, available for both dine-in and takeaway.

On 15 May when the Bun Festival took place, Pizza Hut organised a special festive cruise "Pizza Hut Cheung Chau ferry" exclusively for "Hut Rewards" members to bring them from Central to Cheung Chau, allowing them to enjoy the festivities without the hassle of queuing during the Bun Festival. Members also enjoyed the "Red Bean Cheese Lucky Bun" and other meals on board while celebrating the festival.

"During the festive event, we know a lot of people will go to Cheung Chau and we want to be exactly where they are too. Many of them will be queuing up at the pier waiting for the ferry. This presented an opportunity - Pizza Hut can offer their members an alternative way of transportation to Cheung Chau while also providing them with the opportunity to try the limited-edition 'Red bean cheese lucky bun'."

Targeting all consumers, the campaign was done in collaboration with Edelman, which is the exclusive agency overseeing the entire campaign, managing everything from the initial planning to social media content creation and media relations. 

"We recognised the opportunity to highlight the brand's Hong Kong roots and unleash its creativity. That's why we pitched the idea of tapping into the Cheung Chau Bun Festival, one of Hong Kong's most iconic cultural celebrations," the spokesperson said.

The campaign was promoted via earned and owned media, social media platforms have also been leveraged.

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