Pizza Hut launched a new product, parchment-baked tube pasta, however in a competitive market, how will they establish an authentic Italian cuisine image in consumers' hearts?
We noticed each Pizza Hut Taiwan's new creative pizza launch stirs debate on the creative pizza toppings offending Italians. So, we decided to leverage the existing social buzz and establish "apologies to Italians" as our communication theme. We arranged a press conference and a series of events, inviting Taiwan Pizza Hut's MD to apologize to Italians, which successfully captured consumers' attention and focus on authentic Italian cuisine.
The campaign successfully created social volume and anticipation. Netizens called it the most sincere apology! Sales volume increased 43% compared with the same period last year, achieving a 143% growth in sales revenue.