The campaign, based on the concept of 'change' to communicate the wider variety of menu options now available, includes TV commercials, press, outdoor and digital banners which will run for three months through June 2011.
The company felt the change concept was necessary to create an impact with consumers that it can now be associated with a greater variety of food.
The two TVCs provide a humorous take on how Pizza Hut staff train to enhance their skills in providing quality service to its customers.
The company launched a new dine-in menu to celebrate the milestone which includes new appetizers such as Cheesy Mushrooms and Bruschetta with Tomatoes; a new Western Favourites category featuring Hut's Chicken Steak and Beefy Delight Wrap; and new drinks and desserts such as the pizza-based Choco-Berry Banana.
Pizza Hut Singapore is also planning to revamp their website to enhance user experience as well as introduce new uniform designs for its staff.
Juliana Lim, marketing director at Pizza Hut, added that the 30th anniversary menu revamp ads reflect the restaurant's dedication to continuously re-invent itself to stay relevant with today's customers.
"It has been extremely fulfilling to be part of this key milestone for our client and their brand," noted Angus Fraser, managing director at JWT Singapore. "The campaign led by creative group head Ed Cheong was strategically spot-on to bring the message of change across in a creatively impactful and engaging manner."
Pizza Hut first set foot in Singapore in 1981 with its first outlet at Jalan Jelita. Since then, it has grown to be the largest pizza chain restaurant with 48 outlets across the country.
Credits:
Agency JWT Singapore
Client Pizza Hut Singapore
Project 30th Anniversary Menu Revamp
Executive creative director Valerie Cheng
Creative group head Ed Cheong
Art director Yeo Zhengliang, Wayne Lau
Copywriter Ed Cheong, Kenneth Chia
Planner Michael Chadwick
Producers Michelle Tan, Karen Bay (JWT), Vanessa Thomas (Freeflow)
Account executives Esther Fang, Jaclyn Hsu
Director Roslee Yusof
Production company Freeflow
Editors Spencer Wong, Peggy Goh
Editing house Freeflow
Music Freeflow
Media agency Mindshare
Exposure TV, press, OOH, online, point of sale
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