Table of contents

1
2
3
4
5
7
9
10
11
12
13
15
18
19
20
21
22
23
24

Table of Contents
Executive Summary
Brand Overview & Campaign Goals
SWOT Analysis
Target Audience
Research
Competitor Analysis
Challenges & Opportunities/Research Summary
Pizza Hut App
Promotions
Media & PR Strategy
Creative Strategy
Social Media Contest
Social Media Strategy
Social Media Calendar
Media Buy Plan & Budget Summary
Evaluation
Return On Investment
Sources

executive summary
Pizza is Americas favorite food. Whether people are watching a sporting event, viewing a movie or throwing a birthday
party, chances are pizza is on the menu. Pizza Hut has a long history of success, but to succeed in the digital world, they
need to capture the attention of millennials.
Not only is digital ordering the future, its the now. With the number of millennials ordering online increasing, Pizza
Hut needs to make its menu and ordering accessible. Increasing mobile, desktop, tablet and Xbox ordering through an
integrated marketing campaign, Gold Tree will help Pizza Hut increase their digital orders to 75% of all sales.

The PIZZA Hut BRAND

Ethical, innovative and delicious, Pizza Hut is an international industry leader. Its quality products, services, history and innovations already
make it a successful brand, and with Gold Trees campaign, we can keep Pizza Hut at the forefront of the industry.
Pizza Hut is the largest pizza company in the world with over 7,800 total locations. To compliment its global presence, Pizza Hut has
managed to help local communities across the world with its philanthropic efforts such as World Hunger Relief funds and the Book It!
Reading program.
Pizza Huts recent new menu rollout also proves how important customer choice and satisfaction is to them; no matter how crazy the
ingredients may seem, Pizza Hut is ready to serve the best tasting pizza for their customers. Lets also not forget how Pizza Hut was the
first company to sell online--the first item ever ordered on the web was a pizza in 1998.
As Americas favorite food, people expect nothing but delicious, affordable pizza from Pizza Hut. Families of all shapes and sizes turn to
Pizza Hut for their favorite lunch and dinner and to make ordering faster and easier for all their customers, we will help expand and
improve Pizza Huts digital ordering services.

CAMPAIGN GOALS
3

-Make 75% of all orders digital

-Engage millennials through social media
-Increase brand loyalty through rewards program

SwOT ANALYSIS
Strengths
Expansive menu

Weaknesses
Perceived as unhealthy

Opportunities
Rebranding on social media

Threats
Papa Johns popularity

Recent rebranding and redesign

Poor reviews of apps

App redesign

Dominos Pizza Tracker

First item ordered on the internet

Customer loyalty to local pizza

shops

Incentivise more digital orders with

deals

Little Caesars prices and speed

Multiple ordering outlets: desktop, tablet, mobile app, Hulu and

X-box

Frozen pizzas
Local pizza shops

Strong social media presence

Online and mobile ordering deals

TARGET AUDIENCE

Families come in all shapes and sizes and pizza is rarely eaten alone. Our
famillennial market includes not only young families, who are already huge consumers of pizza, but also many millennials without children who consider their
close friends their family.

Hispanic male high school student (18)

Antonio Lopez

African American college girl (22)

Jessica Matthews

As editor-in-chief of his schools yearbook and newspaper

organizations, Antonio is very involved and always in-theknow. As the leader, he is also responsible for providing
food for the clubs members after school. Antonio relies on
social media promotions and digital coupons to keep his
costs low and stay up-to-date on the latest local deals.

Jessica is a hard-working honors student majoring in engineering at a large state university. Her hectic class schedule
constantly keeps her busy. In between classes, exams, study
sessions and job hunting, she sometimes forget to eat. She
needs a healthy, quick option to keep her fueled and ready
to tackle her work, sometimes late into the night.

TARGET AUDIENCE

Asian American working female (26)

Anna Kim

Caucasian Soccer Dad (32)

David Miller

A well-paid PR specialist, Anna loves her urban lifestyle.

Every week, Anna and her friends take turns hosting the
weekend pre-game at their apartments. Anna hasnt yet
mastered the domestic art of cooking, despite her moms
encouragement, so she turns to take-out when she hosts
the pre-game. She needs something delicious, quick and
filling for her hungry friends who are ready to take on the
weekend.

David is the true definition of a famillenial. As a busy father

whose days consists of running around and catering to the
needs of his family, efficiency is a top priority. Between
soccer games, grocery shopping, doctors appointments and
other time-consuming errands, theres no time for a homecooked meal every night. Davids family needs high-quality
food that arrives quickly and tastes great.

RESEARCH | SURVEYS

The research team conducted a surveying campaign that yielded 310 responses. When surveyed, 100% of the target demographic reports having access to online ordering services through a variety of technologies including smart phones, tablets,
laptop computers and desktop computers. Our surveys helped to determine how our target audience chooses to order pizza.
Including where they order from, how they order whether it be online, on the phone or in person, and why. Our goal with this
survey was to determine what Pizza Huts largest barriers to reaching their target audience are.

MOST COMMONLY USED

COMPETITOR PROGRAMS
ARE THE DOMINOS PIZZA
TRACKER AND PAPA JOHNS
REWARDS SYSTEM.

ONLY 54%OF RESPONDENTS

PREFERRED ORDERING
ONLINE INSTEAD OF
USING THE PHONE.

of respondents consider ordering from

pizza hut when choosing where to order.
when asked why?, they say: they forget
about pizza hut, its inaccessible or too
expensive.

>>> >>>

for those who prefer to use the phone, the most

common reasonings were its easier or i know my
order actually went througH.

RESEARCH | FOCUS GROUPS

In conducting a focus group we were able to speak with a variety of individuals within our demographic to determine effective campaign tactics, media placement and creative direction. From our focus group we learned that our target audience is largely influenced by price and convenience when it comes to ordering pizza, this makes them
more susceptible to order from companies who cater to those needs.

TASTE + CONVENIENCE

PARTICIPANTS SAID THEY ARE MORE LIKELY TO ORDER

FROM A SPECIFIC PIZZA PLACE IF THERE ARE TYPICALLY
GOOD DEALS OR DISCOUNTS.

PIZZA HUT IS SEEN AS

OLD FASHIONED + STALE;
MORE OF A RESTAURANT
THAN A DELIVERY VENUE.

ORDERING PIZZA FROM AN

APP WAS THE PREFERRED
METHOD OF ORDERING
AMONG FOCUS GROUP
PARTICIPANTS.

A LITTLE DIFFERENT FROM OUR

SURVEYS, PARTICIPANTS RATED
AS THE MOST IMPORTANT FACTORS
WHEN ORDERING A PIZZA.

>>>

PARTICIPANTS SAID THAT THEY ARE MORE LIKELY TO ORDER repeatedly FROM COMPANIES
WITH GOOD REWARDS PROGRAMs.

Competitor analysis

Dominos
Dominos receives the majority of their orders via
online at 68%. They offer various tools that contribute to this statistic. With their pizza tracker that
displays what stage the order is in, the Dom voice
ordering system, or the 5-star rated app, Dominos
has figured out a way to capitalize on the online
ordering frenzy.

Little Caesars
Being a ready-to-go pizzeria means that there is no
real need for an online ordering system, therefore
Little Caesars offers a website that describes the different pizza options and a store locator. Besides that
they have no presence in online ordering and rely on
the on the on-the-go consumer for their orders.

Papa Johns
Papa Johns is doing what it can to achieve some
presence in the online ordering market space. They
offer both desktop and mobile applications ordering
options, however, both have received numerous criticisms including a low 2-star rating in app stores.
Papa Johns relies on making the connection with
the CEO, Papa John, and the consumer while not
being concerned with the manner with which the
order was made.

Ma & Pa Pizzeria
Ma & Pa pizzerias really rely on the word-of-mouth
of the community for their orders. Most all pizzerias
offer at least a website the shows the consumer the
menu, locations and contact but few use online for
ordering or outsource to a third party delivery service.

challenges & oppORTUNITIES

Pizza Hut faces obstacles that hinder the increase in online ordering from its consumers

Pizza Hut is viewed as a sit-down restaurant more than an online ordering service
Advertisements dont adequately represent the different ordering options
Convenience and accessibility to online ordering options are not optimal
Consumers show response to habitual deals or rewards programs that are easy to use
Advertisements arent seen or remembered by target market

Gold Tree plans to turn these obstacles into opportunities in order accomplish our campaign goals.

research summary
Through increasing the awareness of online ordering options, special pricing and ordering benefits, Pizza Hut can be successful in
increasing online ordering by 32% by the end of 2015
To reach this goal, we need to:
1.
2.
3.

Increase brand awareness of Pizza Hut to famillenials

Make Pizza Hut go viral
Promote an easy digital ordering process through creative campaign

10

PIZZA HUT APP

Responding to our research and poor app reviews, improving customer experience was
a priority when we designed an addition to the Pizza Hut app re-design. Taking into
account Pizza Huts reputation as inaccessible and expensive, as well as the sometimes
thought to be inconvenient process of ordering online, we created an addition the Pizza
Hut app that eases the concerns of accessibility and convenience. The design stays
true to Pizza Huts visual branding in terms of colors, graphics and overall style. With
a personalized interface that makes it easy for customers to log in, order and monitor
their loyalty program process, ordering is easier than ever.
In addition, we have implemented a new technology that will keep us competitive: the
Pizza Hut Global Pizza Positioning System (GPPS). The feature will allow customers to
follow their delivery orders journey from Pizza Hut to their home. This way, customers
have a more accurate delivery time and can plan accordingly--it also ensures a quick
and easy ordering experience. They will also be able to track where there order is in the
delivery queue, as well as see a picture of the delivery driver to give a sense of personalization.

11

PROMOTIONS

More Slices, Less Dough Loyalty Program

Millennials love a good deal, but lets be honest, this isnt the coupon-cutting generation. Gold Trees new rewards program for Pizza Hut will convert millennials into loyal
Pizza Hut digital customers. We can help customers get more pizza for less dough with our new Slices Loyalty Program.
Introducing More Pizza, Less Dough: this loyalty program will excite and reward customers for ordering digitally. Seamlessly integrating the program rewards into the app
will allow customers to track their progress, redeem coupons and quickly order from their devices. We will also provide a discount once the app is downloaded to encourage
new member registration. After that, customers earn a slice for every pizza they order, and upon reaching a certain amount, will move up in the ranks of the program.
There are three levels to the program: Pepperoni Professional, Crust Connoisseur and Mozzarella Master. By moving up a level, customers are rewarded with exclusive offers
and chances to win prizes. Customers must submit orders digitally in order to receive and redeem rewards. Fun graphics, easy-to-use interfaces and personalization will
help More Pizza, Less Dough encourage Pizza Huts loyal customers to continue ordering from our delicious menu!

12

MEDIA & PUBLIC RELATIONS STRATEGY

Through our research, we found that peoples perceptions of Pizza Hut typically tended to be expensive, unhealthy and inaccessible. However, many didnt even think to
consider Pizza Hut at all when ordering pizza. In order to direct customers to digital ordering as well as increase brand awareness and change brand perception, media
buys have been considered across a variety of mediums reaching a diverse audience.
In order to bring Pizza Hut to the forefront of consumers mind when it comes time to purchase pizza, we have dedicated a large percentage of the budget to media buys to
increase awareness among all platforms.
After analyzing our target audience, Gold Tree create and media and PR strategy to best reach millennials and promote our new campaign. With the goal of making Pizza
Hut go viral, we predominately focused our efforts on digital engagement.

Digital
Sponsored Stories on Snapchat

Promotions
Facebook Competition: Whats
Your Slice?

Google+ AdWords
15-second YouTube Ads
Facebook Ads

Sponsorships
VMAs

Print
People

World Hunger Relief Campaign

Sports Illustrated

#WhatsYourSlice promoted
hashtag
Slice Reward Loyalty Program
via Pizza Hut App

Television
3-Part Commercial Series

Twitch Ads
College Playoffs
Promoted Tweets and Instagrams
NFL Games

13

CREATIVE STRATEGY

In order to showcase Pizza Huts rebranding, new menu items and exciting new app, we have developed a creative campaign to inform and excite customers. We want to
make Pizza Hut the go-to place for fast digital orders and delicious food.
To advertise Pizza Huts new menu, its customizable options and engage customers digitally, we coined the tagline Whats Your Slice? This tagline represents our campaigns primary concept: the ability to create the perfect personal slice quickly and easily on our new app. This concept directly influenced our social media campaign with
the hashtag #WhatsYourSlice on all campaign posts.
The More Slices, Less Dough. program fits within our overarching theme and works to accomplish our primary goal: increasing digital orders. The program will only be
available through orders on tablets, laptops, phones, Xbox, etc.
Pizza Huts recent re-branding allowed us to get especially creative when it came to the voice of our campaign. We kept the copy of our ads, social medias and script of our
commercials fun and witty. Our distinct brand personality sets Pizza Hut apart from the competition and appeals to our target market.

commercials
Entertaining, yet informative commercials will promote the Pizza Hut brand and the new easy ordering features. We will illustrate these features with a series of 2 15-second commercials l to encourage online orders, promote new apps features and our loyalty program. The first spot focuses on the Wheres My Slice? Global Pizza Positioning System (G.P.P.S), the second highlights the More Slices Less Dough: Slices Loyalty Program. To engage and entertain viewers, we opted for a playful plot line and
a lighthearted script. The cheesy (pun intended) undertones to our stories show Pizza Huts ability to take accountability for their somewhat negative reputation and poke
some fun at themselves. It also showcases their sense of humor, unique brand voice and brings Pizza Hut back to the forefront of consumers minds with a memorable
commercial advertisement. Our 2-part strategy will be perfect for playing throughout football games, the VMAs and other highly-viewed broadcasts.

14

COMmERCIAL Spot #1
[opens on Kim snapping a picture of her credit
card on the phone as Brian begins]

[shows Brian phone]

[Brian picks up phone and looks at the rewards

page with a pizza with one slice]

Kim: It tracks our pizza as its being delivered!

Brian: Hey lets order something for dinner.
Kim: Already taken care of. Just ordered Pizza
Hut from their app and got a free side with our
first order. Check it out...

Brian: Whats a Pepperoni Pro?

[shows screen with delivery driver named
James with car type and location blinking on
the map]

*Doorbell rings*
The delivery driver walks in and smacks a giant
pepperoni badge on the guys chest.
Commercial ends with Brian wondering what
comes next in the promotion

COMMERCIAL SPOT #2
Music is thumping; Kim & Brian are hosting a
party

15

*Brian turns to Kim*

*Brians eyes light up as the doorbell rings*

Brian: Did you order the pizzas yet?!

The door opens to a flash of bright light.

Kim: Yup theyre almost here! And, look, we

finally leveled up to mozzarella master!

-(SLOW MOTION) Club music drops and the

Pizza Hut delivery driver appears making it
rain mozzerella over all of the party guests,
just like Brian had dreamed of!
Ends with a voiceover of a call to action to
order online

PRINT ADS
Knowing that we need to emphasize Pizza Huts new
taste, showcase their recent rebranding style and
promote digital ordering, we decided to create print
ads that met these 3 goals in an eye-catching way.
Our copy promotes the immediacy that comes with
ordering online along with the ability to track your
order.
Our visuals are sleek and promote the digital ordering
experience by creating a physical connection.

16

PRINT ADS

17

SOCIAL MEDIA CONTEST

Bryan B

Bryan B

#PizzaHut #Whatsyourslice #Bryansslice

#WhatsYourSlice Instagram Competition

To give Pizza Hut customers a chance to interact with Pizza Hut on social media, we will run a #WhatsYourSlice competition on Instagram and Facebook. Only customers who
order on the app will be provided with the secret hashtag that grants them access to enter the competition. We are not allowing any other type of orders to participate because
we want to encourage use of the app.
The requirements are that participants must post a photo of Pizza Hut pizza -- the more creative, the better. Entries will range from comedic, artsy, adventurous, schoolspirited ideas. To be considered, participants must also use the hastag #WhatsYourSlice, and the secret hashtag that they are given after their purchase.
The winner will be determined by the number of likes that photos get on Facebook or Instagram, and a collaborative overall decision by Pizza Hut.
The winner will receive a celebrity style honor of having their signature pizza creation become a menu item for a limited time. (For example, The Bryan) The winners will
also receive a years worth of free Pizza Hut pizza (Opportunity to redeem 1 pizza a month for 12 months).

18

SOCIAL MEDIA STRATEGY

Famillenials interaction with brands has skyrocketed in the last few years. Engaging with customers through the most popular social media will allow Pizza Hut
to grow brand awareness and increase online sales. Through online competitions, sponsored content, strategic ad placement and active participation on Pizza
Huts accounts, Gold Tree has created a comprehensive plan to reach the most people at the best times.
Twitter
Start trending #WhatsYourSlice through
both account and promoted tweets
Encourage followers to participate in Pizza
Hut events, contests and sponsorship
programs
Actively retweet, favorite and reply to
tweets from followers to engage audience
and encourage retweeting of Pizza Hut
account
BuzzFeed
Create a Buzzfeed quiz titled What Slice
Are You? which determines a consumers
ideal pizza based on responses
Commission and sponsor sharable, fun list
article written by BuzzFeed staff
Promote Pizza Hut original and sponsored
BuzzFeed content on Facebook and Twitter

19

Snapchat
Position Pizza Hut as a digital leader by
using a relatively new social media platform
to engage
Create a promoted Snapchat story visible
for 24 hours to reach people in the target
market
Maintain a Pizza Hut Snapchat account and
provide exciting images of menu items,
funny video shorts all while promoting
online ordering
Provide opportunity to screenshot a
photo from a story with discount codes that
can only be redeemed on digital ordering
platforms

Facebook
Promote the Facebook Whats Your Slice
campaign and contest to our 22M followers
Consistently share information about Pizza
Hut deals, online ordering and events
Share Pizza Hut commercials and BuzzFeed
content
Instagram
Regularly post on Pizza Hut account which
currently has 151k followers
Purchase promoted Instagrams that feature
menu items in a creatively visual way and
target our specific demographic
Incorporate #WhatsYourSlice into captions
of account and promoted posts
Twitch
Commercial and banner ads during peak
viewing of League of Legends Championship
Encourage digital orders during viewing

YouTube
Purchase 15 second ad spots on popular YouTube videos that reach out target
demographic
Create instructional video with step-by-step
instructions for mobile and online ordering
Share videos of the celebrity delivery, Pizza
Hut commercials and contest winners
Pinterest
Create boards with different pizza topic
ideas, healthy pizza varieties, etc.
Repin posts made by followers to increase
online engagement

SOCIAL MEDIA CALENDAR

JULY
APP LAUNCH

-Introduce Loyalty Program/Rewards
-Slice Program
COMMERCIAL POSTED ONLINE (Part 1)
SOCIAL MEDIA PROMO
-#WhatsYourSlice

OCTOBER

AUGUST

SEPTEMBER

NFL START

-Promoted Snapchat

FACEBOOK AND INSTAGRAM COMPETITION

-#WhatsYourSlice

TWITTER CAMPAIGN FROM PIZZA HUT TWITTER

ACCCOUNT

BUZZFEED
-Quiz

-Sponsored Content

COMMERCIAL POSTED ONLINE (Part 2)

COMMERCIALS POSTED ONLINE (Part 1 & 2 combined)

NOVEMBER

DECEMBER

TWITCH (main month)

-League of Legends Championship

WORLD HUNGER RELIEF CAMPAIGN

-Promoted Snap

NFL

NATIONAL PIZZA MONTH

-Pinterest Focus

VMAs

-Commercials posted online

-Snapchat Celebrity Pizza
-#WhatsYourSlice

-Live tweeting

ANNOUNCE WINNER OF FACEBOOK AND

INSTAGRAM COMPETITION

-Feature winner on website

-Superbowl Playoffs
-Promo Snapchat

FULL COMMERCIAL (Parts 1 & 2 combined) RELEASED

20

MEDIA BUY PLAN

After research on how much Pizza Hut has spent annually over the past two years on marketing, we found that an average of around 240 Million dollars was
spent a year. Because we are only planning for 6 months worth of the budget, we cut the previous budget in half and settled on a budget of $100 Million. This
way we could cover our four major categories while saving money due to the recent rebranding of Pizza Hut. The majority of the budget was spent on the digital
media: Google, Facebook, and YouTube. To evaluate the effectiveness of our campaign and track progress, we will conduct ongoing and periodic evaluations of
our creative and placement efforts.

BUDGET SUMMARY

21

EVALUATION
We will evaluate our campaign through engagement levels of our social media and measuring the increase in amount of digital orders placed.
Campaign Evaluation:

Engagement levels of our social medias

Increase in digital buys

Volume of Pizza Hut conversation on digital platforms
Quantitative:
Track Facebook, Twitter, Instagram, Snapchat, YouTube, Pinterest engagement through number of likes, followers and shares.
Monitor website and app traffic, as well as number of digital orders through all channels and sales increases
Determine ROI of commercial, print and digital ads through number of impressions and viewers
Track number of loyalty program participants
Qualitative:
Observe and respond to customers reviews and comments on social media
Media buzz around campaign ads
Read and respond to app reviews

22

RETURN ON INVESTMENT

23
25

SOURCES
$1M." Advertising Age Digital RSS. 2 Apr. 2014. Web. 27 Jan. 2015.
Duggan, Maeve. "Additional Analysis." Pew Research Centers Internet American Life Project RSS. 27 Oct. 2013. Web. 27 Jan. 2015. <http://www.pewinternet.org/2013/10/28/additional-analysis/>.
Duggan, Maeve, Nicole Ellison, Cliff Lampe, Amanda Lenhart, and Mary Madden. "Social Media Update 2014." Pew Research Centers Internet American Life Project RSS. 9 Jan. 2015. Web. 24 Jan. 2015. <http://www.pewinternet.
org/2015/01/09/social-media-update-2014/>.
Eadicicco, Lisa. "10 Facts About Twitch, The Company That Amazon Is Buying, That Will Blow Your Mind." Business Insider. Business Insider, Inc, 25 Aug. 2014. Web. 27 Feb. 2015.
"MTV Video Music Awards: Number of Viewers 2014 | Statistic." Statista. Web. 27 Mar. 2015.
McDermott, John. "How Pinterest Is Selling Ads to Agencies - Digiday." Digiday. 26 Mar. 2014. Web. 12 Dec. 2014.
Morrison, Maureen. "Pizza Hut Launches Creative Review." Advertising Age Agency News RSS. 18 June 2013. Web. 18 Nov. 2014.
"NEARLY 75% OF CONSUMERS REMEMBER AN AD WHEN VIEWED ACROSS MEDIA PLATFORMS." Neilsen, 29 Sept. 2011. Web. 11 Dec. 2014.
"Number of Social Media Interactions per Awards Show 2014 | Statistic." Statista. Web. 27 Jan. 2015.
Roose, Kevin. "Snapchat Discover Could Be the Biggest Thing in News since Twitter." Fusion. 11 Feb. 2015. Web. 27 Feb. 2015.
Sloane, Garett. "Snapchat Is Asking Brands for $750,000 to Advertise and Won't Budge." AdWeek. 14 Jan. 2015. Web. 27 Jan. 2015. <http://www.adweek.com/news/technology/snapchat-asks-brands-750000-advertise-and-wontbudge-162359>.
Woollaston, Victoria. "Snapchat Is Now More Popular than Twitter: Number of Young People Using App Has DOUBLED in Less than a Year." Mail Online. Associated Newspapers, 12 Aug. 2014. Web. 27 Feb. 2015.

MLA formatting by BibMe.org.

24

25