OUR TASK

We were tasked with driving to appeal to a Gen Z audience (the so called ‘Lost  Generation’). With competitors of Pizza Hut Delivery becoming extensively active, we recognised the need to grow out of digital  AV and lower funnel acquisition channels, we were there to help PHD take the next step to widen the funnel with ATL activity.

TARGET AUDIENCE

The ‘Lost Generation’ – 16-24 Gen Zs.

OUR INSIGHT

Awareness of the Pizza Hut brand was high but consideration for the delivery service much lower. Research found that Gen Zs were fond  

of the brand but it’s not the go-to for takeaways. Keeping up with the competition was a challenge as other delivery brands were  

increasing consideration and owning emotional territories.  

We needed to reinforce the fact that Pizza Hut delivers and knew that harnessing the power of TV could have a great effect. The last TV  

campaign PHD ran was in 2017, we knew it could be improved, so the challenge was to make TV more effective for the brand.

OUR SOLUTION

We began by exploring when people were most likely to think about ordering a pizza. PHD sales results showed that 88% of orders are  

decided on the day of ordering, with 30% of those decisions within the hour of purchase. Google Trends data showed us that search  

interest for ‘pizza’ increased in traffic between 3pm- 8pm, tailing off later into the evening. Going back to the sales data we could see a  

pattern that clearly mirrored search with a significant peak at 6pm.

In order to drive consideration and improve the overall TV ROAS, we needed to be smarter and ensure we were focusing delivery in this core interest window. Our strategy was centred around this, using linear TV and BVOD to nudge at the key Pizza Ordering Decision Moments (POD).  

OUTCOME

245% increase in ROAS

35% increase in search traffic

28% increase in awareness

36% increase in purchase intent

SERVICES 

B2C - Brand Strategy, Media Buying - Planning, TV/Cinema Media Buying