Pizza Hut is the leader in the Vietnam pizza industry, followed up closely by the 3 aggressive players: Domino’s Pizza, The Pizza Company, and 4Ps. While other competitors were still struggling with promotions tactics as the nature of retail industry, Pizza Hut aimed at going beyond to make the industry more exciting and made its brand more substance as a “Younger and Everyday" brand with the strategic Pizza Hut viral marketing. This year, it had to carry on the hype created by previous year campaigns, not to mention at the next level.

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"Younger and Everyday" brand

Pizza Hut - The "mocking" book

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Campaign Ideation

Creative & Content

Design

Content Production

Communications

Social Media

Experience

Brand Design

With the Pizza Hut viral marketing this year, the brand had successfully stayed side by side with Gen Z and helped brand strongly hold the number one TOM position (awareness index reach 50% with an increase of 4% after campaign), effectively convert Gen Z into its customers (total 17% increase of conversion rate from consideration to purchase) and stirred the social community with a dominant SOV ranked at the first position (52%).

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Bold move, big rewards

#c8102e

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Stemming from the insight that self-help content, which had been trendy lately, paradoxically irritating Gen Z and creating unnecessary peer pressure, we actually mocked the self-help content with a disguised MyBox pizza (one-portion box) as a book with a title that any Gen Z would be proud to have. Pizza Hut brand experience and customer experience then kept rolling with the content attached in every order. The customized pizza flavors at their choices together with mocking self-help quotes included in every box fueled not only their stomachs but also their hearts.

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"Don't lead your life 'till you lead your bite"

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Pizza Hut - The "mocking" book

"Younger and Everyday" brand

"Don't lead your life 'till you lead your bite"

Bold move, big rewards

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