final pizza hut presentation
DESCRIPTION
Initials came to us with the brief of 'Bringing the Magic back to Pizza Hut'TRANSCRIPT
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
+
Questions?
Pizza Hut – It’s All About Choice
@YMI_ADVERTISING