Pizza Hut is an American restaurant chain and international franchise founded in 1958. The company is known for its Italian-American cuisine menu which includes pizza and pasta, as well as side dishes and desserts. The first Pizza Hut restaurant in Cyprus opened in 1991 in Strovolos, marking a new era in the food market, as it was the first franchise restaurant chain, on the island. Since 2014, Opium Works has been working with Pizza Hut to bring their brand and product offering to digital prominence.
Through several activations, we wanted to connect fans with Pizza Hut’s wider urban culture and subsequently promote its products. We developed the #UpYourGameDeal campaign, a series of finger football micro-videos based on the concept of final score statistics shown on TV at the end of every month. Because of this World Cup-relevant concept, we made brand and experience a dynamic reality across Cyprus.
We engaged football fans, families and millennials. Pizza Hut simultaneously launched its World Cup TV ad with a retro approach of finger football in order to attract not only families but millennials as well. To drive even further traffic to Pizza Hut’s world, our team plastered across social media promotional content for Cyprus Comic Con in 2018. From educational posts and competitions to insights relating the matter, we strengthened the bond between the consumer and the brand.
Our team also aided to an increase in traffic to the website, through Google Ads. We considered the competition level of the local food industry and implemented a strategy that would outperform competitors. Our team conducted in-depth keyword research and installed a 24-hour bidding script to manage our bids and bid higher at certain hours of the day with more search activity. The main reason our campaigns were successful was because of three reasons: solid structure, proper budget allocation and, of course, the bidding strategy we followed. In 2018, the international franchise appointed Opium Works to launch a campaign in partnership Activision for the release of Call Of Duty: Black Ops 4 with the aim to create buzz in the local gaming world.
POWER UP was the campaign slogan, and the fans of one of the most popular video games in the world had the chance to earn exclusive in game content that was available only through Pizza Hut stores. During the campaign, in October and November, Pizza Hut's social media platforms were bombarded with competitions and 40 lucky winners won free copies of Call of Duty: Black Ops 4, 10 won Black Ops passes and 1 big winnner won a Limited-Edition Call of Duty: Black Ops bundle. Our team successfully aided in an increase in local awareness and revenue. In 2019, the international franchise appointed Opium Works to introduce P'Zone – a calzone in all its hybrid glory.
After conducting competitor and industry analysis, we knew that this new product was intended for younger audiences. We leveraged video content marketing and filmed a video that was an ode to 90s skate culture and graffiti art. This ultimately, honed in Pizza Hut's revival and urban values. This agile marketing approach we undertook, enticed a younger crowd and aided in Pizza Hut's local reach and revenue.
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