Pizza Hut's indulgence campaign boosts enjoyment of Cheesy 7 pizza

Over the past three weeks, a personality figure, ‘The Guru’, a fake motivational speaker who warns people against giving in to indulgences, has gone around propagating an anti-indulgence campaign to the Pizza Hut Singapore’s Facebook fans. 

The Guru’s madcap antics, which can be viewed on Biglovableoutofthisworldguru.tumblr.com,  were carried out both online via self-made videos, web-banners and Facebook hijacks, as well as offline around Singapore. 

Ed Cheong, JWT Singapore creative group head, stated, “As the pizza was sheer indulgence, we wanted to create a campaign that not only encouraged the enjoyment of it, but also to remind people that it’s silly to deprive yourself of some pleasures.”

All elements of the campaign lead to an online promotional challenge which kicked off on 25 October with the unveiling of ‘The Guru’. The challenge invites people to solve the guru’s mysterious motive while also asking fans to participate in choosing a deserved ‘cheesy payback’ for his mischievous acts. The winning payback will be announced in November.

“We know Singaporeans love cheese,” stated Juliana Lim, Pizza Hut Singapore marketing director. “Cheesy 7 was specially created for these cheese lovers to indulge and satisfy their cheese cravings.

She said that the response has been overwhelming and sales have surpassed last year by over 20 per cent.

  

Creative Credits

Executive creative director Jun Fukawa
Creative group head Ed Cheong
Art director Mo Chong
Copywriter Chew Hui Chin
Planner Gino Borromeo/Lydia Daly
Producer Frances Tan
Account executive(s) Aimai Ong/Jaslyn Lam
Director Roslee Yusof
Production company Freeflow Productions
Post-production Freeflow Productions/VHQ
Editor Spencer Wong
Editing house Freeflow Productions
Media agency Mindshare – Group M