Pizza Hut Restaurants’ core focus is engaging the hard-to-reach Gen Z audience, encouraging them to re-evaluate the brand with the ultimate goal of increasing footfall to Huts and boosting sales.
Tangerine took the brand’s ad strategy ‘Taste Freedom’ and bought it to life for this audience through a calendar of activity, using social media to put the message in front of the right people, at the right time, in the right way.
As part of this campaign, Tangerine negotiated a collaboration between Pizza Hut Restaurants, Pepsi and a headline charity football match between YouTube All Stars and The Sidemen, the proceeds of which went to mental health charity, Young Minds.
The collaboration included a series of pre-match activity such as the launch of a branded sticker book, available throughout selected Huts, a VIP Guard of Honour and Access All Area Reporter competitions as well as headline sponsorship of both teams and behind the scenes content with the YouTubers.
On the day, Pizza Hut Restaurants’ branding was across the full event, including the commentator’s box and half-time show, which was viewed by 15,000 attendees and live streamed to a target audience of five million people, over just 90 minutes.
Content from the game, which also trended on the day, was shared across all key social platforms and will be seeded out throughout the World Cup, to further increase relevant engagement among the Gen Z audience.
Ongoing collaboration with The Sidemen is a key element of Pizza Hut Restaurant’s ‘Taste Freedom’ campaign, which aims to get the hard to reach, Gen Z audiences to re-evaluate what they think they know about the brand.
1.4 million target audience engagements
24 million video views
Total reach of over 90 million globally
Aligned brand with some of the world’s biggest YouTube influencers including KSI, Joe Sugg and Alfie Deyes