The Challenge
Pizza Hut is a brand that Malaysians have grown up on. We remember that red roof, the booths, the salad bar, and that iconic, cheesy, original Pan Pizza experience. But over the years, this sepia-toned love has not translated into passion for our brand. Fond childhood memories and celebrations with loved ones have become old and even sometimes irrelevant to today’s social media romance generation.
In comparison to our competitors, Pizza Hut was not getting enough visibility in terms of social chatter due to the popularity of our competition. This resulted in a low volume of conversations, and most of what we did get leaned towards negative sentiments. We needed to change that.
The Big Idea
Fittingly, with the new heart-shaped ‘Pizza Heart’ Valentine’s Day pizza about to launch, this was the perfect opportunity to reignite the love for Pizza Hut in Malaysian hearts.
So leading up to pop-culture’s most romantic day, we decided to do something different, and demonstrate to Malaysia the power of giving love a chance by literally putting our money where our heart is, and cheekily sending Pizza Hearts to many of our top competitors, and media houses, along with an appropriately cheesy pick-up line, in order to woo them, and get them to spread Pizza Hearts in return.
We collaborated with the creator of online comic strip SMK Fast Food and Bro, don’t like that la, bro, who decided to change his famous bad boy Pijahat character, into a generous good guy – spreading love through Pizza Hearts and explaining to Malaysia that all he wanted was to give love a chance.
