A Pizza Hutone of the largest pizzeria chains in the world, enters a new phase of communication, continuing its main positioning of the year: ‘give a hut‘, opened earlier this year. With advertising full of lightness and good humor, this second ‘wave’ is an evolution of the first moment and continues to be motivated by a communication style centered on the habits and interests of Generation Z.
In the film, created by DPZ, the Pizza Hut ambassador, Paulo Vieira, creates connection and expands the brand’s identification and proximity to the public. Paulo leads the campaign along with other content creators, promoting a free stuffed crust promotion on large pizzas, in addition to challenges on TikTok aimed at consumers – these, with selected content that also appears in the film.
This campaign is a milestone for Pizza Hut, which has always been in the minds of Brazilians, but which has been presenting itself in an increasingly attentive and relevant way for its consumers, especially among younger consumers. This was a movement that initiated the rebranding of the brand in Brazil by presenting itself, for the first time, as a brand relevant to Generation Z, its strategic audience.
Check out the Pizza Hut video:
Bruna Fausto, Marketing Director at Pizza Hut Brasil, says that the new wave of ‘Dá um Hut’ is about turning something good into something much better, with creative pillars based on the brand’s business direction – stuffed products, of great quality and made with the original Dough Pan:
“If in the first phase we presented the concept to Brazilians, this time we want to be part of their lives. It is an integrated campaign with TikTok, made in partnership with several content creators, involving everything from the gamer world to fashion and humor, as a creative and fun way to materialize the concept for people.”
#DáumHut promotion on Cheddar and free stuffed border
All purchases of the brand’s large pizzas in the flavors of Pepperoni, Marguerita or Frango & Requeijão, for R$54.90, already come with a free stuffed crust – a benefit that the #HutLover consumer is passionate about. This and other promotional strategies give strength to the ‘Dá um Hut’ campaign, being valid for all stores in the country for purchases made at the counters, via delivery, telephone, app or the brand’s website – check out the promotions and the list of participating stores here :
In addition, this week, the brand also starts selling three new flavors with Cheddar, in limited edition and in partnership with the Vigor brand: Marguerita with Cheddar, Chicken with Cheddar and Pepperoni with Cheddar. The novelties, valid for large pizzas from R$ 54.90, arrive at all stores in the country and are available until December 31st.
Brand innovates and invites consumers to a digital challenge
In a second moment of the current campaign, Pizza Hut invites #HutLovers consumers to also participate in challenges through the #DáUmHutChallenge. The proposal, which is already on the air, aims to materialize different realities and personal interpretations of the concept ‘Dá um Hut’.
Alongside major influencers such as Diva Depressão, Flávio Verne, Letícia Nishimoto, Wanderlan Nascimento, Helton Oliveira, Maju Silva, Klayver Pop, Gabriela Jinki and Jooj Natu, the best content to be created by consumers will also have the chance to be part of the campaign and will be driven by the brand on your TikTok.
Heitor Caetano, Creative Director at DPZ, says:
“Our strategy is to materialize the Dá Um Hut concept as part of people’s daily lives. All of our communication was strategically designed for Pizza Hut to truly connect with GenZ, according to their consumption habits on the internet, whether through memes, the way they dress, even the freedom to play with “non sense” things. ” and not take yourself too seriously. In addition, we want to value the brand’s consumers: they are at the center of everything, in countless ways, whether in the #DáUmHutChallenge or, literally, as part of the campaign’s content.”
The advertising film also has developments in POS, TV, digital and OOH.
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