The year-end is Pizza Hut’s limited-time Cheesy Poppers Pizza season. In 2022, it coincided with the FIFA World Cup, where conventional ad spaces were cluttered with promos from QSR and F&B brands. While we were tasked to close the year with a 10% year-on-year sales uplift, the stakes were a lot higher this time for maximizing share of voice. So, we had to look beyond the usual media spaces and strategically play to win at all costs, with fewer spends.
The specific campaign objectives were:
• Business objective: Contribute to 10% year-on-year uplift in overall sales
• Marketing objective: Achieve a +10% increase in unique site visits to Cheesy Poppers Pizza’s ordering landing page.
• Communication objective: Achieve the pre-campaign estimated Unique User Reach of 30%
