More Than Just Advertising.

iMy

• Bringing The Magic Back To Pizza Hut Restaurants

The Solution

The Market

The Consumer

The Brand

Insight

The Task

The IMC

Tracking

The Task The Market

Increasingly Competitive Market

Reliance on Discount Culture

Low LoyaltyLittle Differences

Fatigue

The Market

The Brand

No in-store Nutritional Information

Product Focused

Bad Service

Bad Atmosphere

Limited Choice

Most Unhealthy Pizza/Pasta Restaurant

Current Role – Cheap Refuelling Exercise

The Consumer

The Brand

The Traditionals

C2 Family

Close Family

Mothers at the core

Fathers more involved than ever before

Actively seek more time together

Lifestyle Statements

We rarely sit down to a meal together at home

I find it difficult to say no to my kids

I don’t have time to prepare and cook food

I should do a lot more about my health

Im eating more healthy food than I have in the past

TGI (2012)

Earn 10-23k

Primary and secondary school parents

Renting households

co- habiting/married

Eat out once every 6 weeks

The Traditionals Eating Out Decisions Making Process.

YMI (2012)

The Consumer

Primary Research

Enfield (Alpha Hut)Uxbridge

RuislipHigh Wycombe

The Consumer

Insight

Staff

Consumer

Brand

They Don’t Care About A Brand That Doesn’t

Care About Them

There’s No Value Beyond Functional.

Pizza Hut Is Perceived As An Occasional Unhealthy Treat. They

Would Go More Often If It Wasn’t For ‘Health Issues’

Staff

It’s All About ChoiceMore choice in

benefits and responsibilities

Adds brand value by now being perceived as a brand

that cares about its employees and customer by offering

choice Ultimately enables families to make

better choices, especially the kids

Consumer

Brand

The Solution

Insight

The Pizza Pad/AppTangible interaction between families and staff

Online

The Solution

The Pizza Pad/AppTangible interaction between families and staff

In store

The Solution

The Hut Hat

Ultimately encourages kids to make healthy choices

The Solution

Loyalty Card

The Solution

Hiring Brief/Staff Training Scheme

Extroverted

Happy Go Lucky

Family Friendly

Personal Service

Its All About Choice!

The Solution

Atmosphere

The Solution

ChoiceMoreLimited

More Nutritious, Just As Delicious

a) The Brand Experienceb) Pizza Hut Websitec) Newspapers (regional)d) Facebooke) Jamie Oliver’s Children’s Choices YouTube Videosf) Radiog) Billboard Adsh) Bus Ads

The Solution

The IMC

Media Plan

The IMC

Gant Chart

The IMC

Tracking

Tracking/Measurement

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Questions?

Pizza Hut – It’s All About Choice

@YMI_ADVERTISING