Campaign details
Brand: Pizza HutBrand owner: Yum! ChinaAgency: Mindshare ChinaMarket: ChinaSector: Restaurants & takeawaysMedia channels: Events & experiential, Point-of-purchase, in-store, Sales promotion, Social mediaBudget: Up to 500k
Executive summary
Despite being China's leading casual dining brand, 50% of Pizza Hut's diners were aged over 30 (CNRS 2020). Pizza Hut needed to revamp its image to appeal to young diners and tap into China's night economy to drive revenue during a lull in traditional restaurant trading.
Young consumers seek trendy and culturally relevant experiences. They are more...