TABLE OF CONTENTS

My PIZZA. MY HUT...................................................................................................................................................................................2
Campaign Objectives....................................................................................................................................................................................3
Market Analysis.............................................................................................................................................................................................4
Research........................................................................................................................................................................................................6
Problem statement........................................................................................................................................................................................8
Creative Plan..................................................................................................................................................................................................9
Mobile App....................................................................................................................................................................................................10
Advertising Efforts........................................................................................................................................................................................13
Budget Allocation..........................................................................................................................................................................................19
Evaluation......................................................................................................................................................................................................21
Appendix/References...................................................................................................................................................................................22

MY PIZZA. MY HUT.
In a five-month campaign, we will build awareness for our improved Pizza Hut mobile application
by specifically targeting 18 to 34-year-olds.
These millennials
Are tech-savy
Are avid smartphone users
Demand immediate satisfaction
Our newly designed mobile application will change the way Pizza Hut consumers order pizza.
By enabling easy to use login, voice ordering, and order history features, Pizza Hut consumers
will be able to order pizza with ease and efficiency. In addition, users will be awarded points by
making purchases through the mobile application. These can either be redeemed for bonus
menu items or donated as contributions to the World Hunger Relief organization.
By utilizing Pizza Huts existing partnerships with World Hunger Relief, customers and Pizza
Hut will be able to share the news of their contributions through social media outlets. This will
not only strengthen fundraising efforts, but also help to further build Pizza Huts already strong
social media presence. Our advertising efforts will be aimed primarily at online radio and sports
television channels, with focus on social media outlets as well. Ordering pizza will no longer be
something to check off the to-do-list, but an experience that will build brand equity within the
consumer. Through these efforts, Pizza Hut will show an increase of mobile ordering sales by at
least 32% by December 2015.

CAMPAIGN OBJECTIVES

Identify:

Identify the needs and wants

of the target audience while
obtaining Pizza Huts established
objectives.

Assemble:

Assemble research from the

target audience to discover
key reasoning behind their
purchasing behaviors and how
they rank Pizza Hut among
competitors.

Execute:

Execute campaign objectives

by diversifying ourselves among
competitors and implementing
strategies and tactics based on
research findings.

Evaluate:

Evaluate campaign success

through mobile app downloads,
social media and Google
Analytics after the five month
campaign.

PIZZA HUT AS A COMPANY

The Pizza Hut story begins in May 1958, when brothers Dan and Frank
Carney opened their first restaurant in Wichita, Kansas. The friendly
neighborhood pizza restaurant soon gained popularity as a hang out
for the teenage and college crowds. Just five years later, there were 42
Pizza Hut restaurants.
Now, Pizza Hut has grown into an international company with 13,200
outlets in 100 different countries. The company offers dine-in, pick-up,
delivery, catering and outlet options. Pizza Hut states, We take pride
in making a perfect pizza and providing courteous and helpful service
on time all the time. They also pursue philanthropic efforts through a
corporate partnership with the WHR campaign.

Pizza Hut has always been ahead of the curve when appealing to its
customers. Since its early years, Pizza Hut has been a place that has
drawn the teenage and college age crowds. They have continuously
been progressive in their marketing and product offerings, working to
capture the market share in the pizza industry.
In 2012, Pizza Hut was the first pizza chain to launch an iPhone app,
offering consumers a more convenient way to order pizza.
Within the past year, Pizza Hut has made critical moves to target their
millennial demographic. This includes their rebranding in 2014; with
the launching of a new logo, and a new menu campaign that offered
flavored crust options and a global fusion menu.

THE PIZZA INDUSTRY

The number one dinner choice in the U.S.

$40 billion industry, measured by sales per year
Makes up 20% of all restaurants nationwide
The Big Four: Pizza Hut, Dominos, Papa Johns, Little Caesars

PIZZA HUTS SLICE:

More than 7,500 locations in the U.S.

Accounts for 1.2% of all pizzerias in the U.S.
In 2014, sales accounted for 15% of all U.S.
restaurant pizza sales

THE COMPETITION
We identified Pizza Huts competitors as other chain and franchise
pizza restaurants that offer pizza through delivery, take out and dine-in
options. Despite Pizza Huts strong presence among consumers, other
top competitors include Dominos, Papa Johns, and Little Caesars.
According to the American Customer Satisfaction Index, Pizza Hut and
Papa Johns tied for the top placeholder in customer satisfaction.
Pizza Hut has been able to gain market share over its competitors
by utilizing progressive marketing strategies and detailed consumer
analysis. Pizza Hut was the first to launch their pizza-ordering app in
2012. Now, Dominos, Papa Johns, and Little Caesars all have apps
of their own. In fact, two years after the launch of their mobile app,
Pizza Hut lost traction with users when Dominos launched their voiceordering feature in 2014.

The Target
Meet Alex, a 25-year-old millennial. He is a working college student who
prefers fast and casual dining. As part of the smartphone generation,
convenience is a top priority for his purchasing decisions.
Alex is only one of 80 million millenials living in the U.S. who embody
the following characteristics:
These individuals range from ages 15-35.
Each year, millennials spend $545 billion on food, cars and clothing.
In 2014, millennials attending college spent $50 million of their
discretionary income on food.
88% of millennials use their smartphones for convenience.
On average, millennials spend 14.5 hours a week on their
smartphones.
Millennials use their smartphones to utilize applications, watch
videos, listen to music and stay connected through social media.

Brand Awareness Survey

Mobile Pizza Ordering Survey

Our agency conducted a Pizza Hut Brand Marketing survey of 443

participants, aging 18-34. We found the following about those who order
pizza:

45% of 428 participants preferred ordering pizzas online through

their tablets or mobile devices

68% chose Pizza Hut because of the great taste and consistent quality
Approximately 53% ordered by phone
23% preferred ordering through an online medium
83% said they prefer to eat pizza with their family and friends
30% choose Pizza Hut over Papa Murphys, Dominos, Little Caesars,
and Papa Johns

30% said they used their mobile devices for making online
purchases
18% used their tablet while 48% used their laptop or computer to
make online purchases
When ordering through the mobile app, 20% ordered due to
convenience and 19% liked the quick experience
44% of the participants who used the app, used it for convenience

Taste and deals/promotions were determining factors for those who

chose Pizza Hut
Approximately 78% said they enjoyed their experience and would
order again

PROBLEM STATEMENT
Although Pizza Hut is the number one pizza restaurant in gross sales, there is a lack of awareness
of their mobile application with only 43% of orders placed online.

OPPORTUNITIES

1
3
8

Create a reward points system

that recognizes and awards
frequent mobile app
users

Engage with social media fans

and followers to create brand
loyalty through contests and
giveaways on social media

Provide interactive platforms and

opportunities to engage with the
target market

Promote philanthropic work with

the World Hunger Relief (WHR)
campaign

CAMPAIGN & CREATIVE STRATEGY

Key Messages

- Convenient

- Interactive
- Rewarding

App Redesign

In order to ensure that Pizza Hut stays one step ahead of its
competitors, we are proposing a redesign of their existing mobile
application.
By introducing features unique to Pizza Hut, customers will be able
to better connect with the brand. Pizza Hut, in addition will also have
a better understanding of their customers by tracking trends and
reviews.
We will take the convenience of Pizza Huts existing app and work in
interactive and rewarding components. We will appeal to a rewards
program that will reward consumers with additional menu items or
a chance to help others through the World Hunger Relief campaign.

Traditional & Non Traditional Media

Our agency will be using traditional advertising mediums such as TV

and radio commercials and billboards that appeal to millenials by
underscoring the speed and customizability of the app.
The Battle of the Couches TV commercial puts guys against girls for who
can order their pizza the fastest: the phone or the mobile app users. This
is a great way to use nontraditional advertising such as social media
to engage with Twitter followers by having them retweet or favorite to
indicate their picks for the winner. This can be implemented as an
integrated marketing campaign, so that the commerical is reshot with
a different winner, guys or girls, each time with the app users always
placing their order the fastest.
The radio commercial appeals to millenials philanthropic mindset by
having an announcer order from the app and donate reward points to
the World Hunger Relief (WHR) campagin. The announcer then gets a
shout-out on Twitter, which promotes his good deed and prompts his
followers too donate as well.

Promotions

Pizza Hut will partner with 2,000 select universities in the midwestern
and southeastern regions to raise awareness about the mobile app. By
giving students the opportunity to directly interact with the app through
iPads, they will be able to see all it has to offer.

THE MOBILE APP - HOME

First time users will no longer have to sign in to view the menu. Before placing an order,
users will be asked to create an account through their email or existing social media networks
including Facebook and Twitter. While navigating through the app users can utilize a voiceordering option. The final screen will then ask which method of payment they would like to use
including PayPal.
Home Screen options include:
Menu

Rewards

Track Orders

Previous Orders
Users can access what they want quickly, without having to take extra steps.
The bottom of the app will incorporate a scroll bar that contains smaller buttons for:

My Hut

Trending Orders

World Hunger Relief

Feedback
Through the incorporation of social and interactive features, the app will generate habitual
usage. So even if users dont plan to order they will still interact with the app and the brand.
Ordering and Menu
First time users will no longer have to sign in to order or view the menu. After completing
most of the ordering process, they will be asked to choose between pick-up or delivery. The
final screen will then ask which method of payment they would like to use before submitting
the order.

10

THE MOBILE APP - MY HUT

My Hut houses the users account information including:

My Points

Track Orders
Account Info (Credit Card or Paypal)
Rewards
The Pizza Hut app Rewards Program is designed to give an extra incentive to users who chose
to utilize the app. It gives the user a chance to make their experience more personal and
allows them to interact with the app.
Delegation of points:
For signing up AND using the app you will receive an initial 5 points
For every $10 you spend you receive 5 points
What you can receive Points
Extra topping 15
2 Liter Bottle of soda
15
1 Extra side dipping sauce 15
Breadsticks 30
Cinnamon Sticks 30
Waffle Fries
Cookies (3piece)

45
45

Wings 60
Stuffed Crust 60

11

THE MOBILE APP

Trending Orders
The most popular items purchased by users of the mobile app will be displayed as
suggestions for future orders.
World Hunger Foundation
This Links directly to the World Hunger page showing how much theyve raised etc.
World Hunger Relief
Turns Points into Donations:

- $1 donated for every 15 points

- $1 Feeds four children for a day

- $3 Feeds two children for a week

- $5 Feeds one child for a month

- $10 Feeds a classroom for a day
Donations shared through social media
Point kickback to those who donate to encourage ongoing participation
Donations matched throughout five-month campaign period
World Food Day October 16
Feedback
This feature allows users to give direct feedback to Pizza Hut about their ordering
experience & provide suggestions for improvement. All feedback will be accessible
to Pizza Hut and help better serve their customers.

12

RADIO AD
Medium: Internet Radio
Unit: 30 seconds
Title: #GIVEASLICE
Anncr: Greg, I think somethings up with your Twitter man, it says
you just donated and fed a whole classroom. I thought you were just
ordering us a pizza?
Anncr 2: I was John, when you place an order using Pizza Huts mobile
app you can turn your reward points into real donations to the World
Hunger Relief Foundation.
Anncr: Wow, talk about multitasking!
Anncr 2: Thats not all. Honoring World Food Day, Pizza Hut is selecting
ten users weekly throughout the month of October who share their
donation via social media using the hash tag #giveaslice to win point
kickbacks, free extras, even free pizza!
Anncr: I had no idea. Im downloading the app right now!
Anncr 2: Buy a pizza, give a slice. My pizza. My hut. Pizza Hut.

13

ONLINE RADIO AD

An example of our campaigns Spotify radio ad. This can also be converted into a banner-style advertisement across the top of the webpage.

14

2015 PIZZA HUT TELEVISION SPOT

VIDEO

AUDIO

(1) SPECIAL EFFECT OF THE PIZZA HUT LOGO. DISSOLVE TO A MEDIUM SHOT OF TWO (1) FOOTBALL ANNCR 1: Welcome to Pizza Huts Battle of the Couches.
PROFESSIONALLY DRESSED MEN SITTING AT A TABLE FACING THE CAMERA.
(2) CUT TO WIDE SHOT OF TWO BOYS ON ONE COUCH AND TWO GIRLS ON ANOTHER (2) (FOOTBALL ANNCR 1 VO): Let me tell ya Bob these contestants look hungry!
COUCH LOOKING AT THEIR PHONES.
(3) CUT TO MEDIUM SHOT OF THE TWO MEN.

(3) FOOTBALL ANNCR 2: Yes Michael, but Im gonna have to put my

money on the guys, you can never go wrong with an old fashioned call!

(4) CUT TO CLOSE-UP OF THE GIRLS PHONE AS THEY CLICK ON PIZZA HUTS APP. (4) (FOOTBALL ANNCR 1 VO): Bob Im going to disagree with you on this,
APP OPENS TO THE HOMEPAGE. CAMERA PANS OUT TO A LOW-ANGLE, MEDIUM SHOT because the girls have the app!
CATCHING THE GIRLS EXCITEDLY SCROLLING AND PICKING OUT THEIR ORDER.
(5) CUT TO MEDIUM SHOT OF THE TWO MEN.

(5) FOOTBALL ANNCR 1: And they are off to a great start.

(6) MATCHED CUT OF THE TWO MEN. ANNOUNCER 2 POINTS IN THE DIRECTION OF THE (6) FOOTBALL ANNCR 2: The guys are placing their order!
GUYS ON THE COUCH.
(7) CUT TO MEDIUM SHOT OF THE TWO GUYS ON THE COUCH. ONE IS ON HIS PHONE. (7) (FOOTBALL ANNCR 1 VO): Yes, but the girls are ready to
THE OTHER IS TELLING HIM WHAT TO ORDER.
check out.
(8) MATCHED CUT OF THE TWO MEN. ANNOUNCER 1 LOOKS AT ANNCR 1 WHILE (8) (FOOTBALL ANNCR 1 VO): Meanwhile your guys are stuck repeating extra
DELIVERING HIS LINE.
cheese.
(9) MATCHED CUT OF THE TWO BOYS AND TWO GIRLS. THE GUY IS STILL ON HIS PHONE. (9) FOOTBALL ANNCR 1: Wait, the Girls have won! And also earned free
THE GIRLS LOOK AT THEIR PHONE, THEN CELEBRATE THEIR VICTORY WITH A HIGH-FIVE. breadsticks through the mobile rewards program!
(10)RIPPLE DISSOLVE INTO SPECIAL EFFECT OF AN iPHONE WITH A SUPER OF THE
PIZZA HUT LOGO ON ITS SCREEN, PLACED ON THE RIGHT SIDE OF THE SHOT. MATTE IN (10) FOOTBALL ANNCR 1: Bob? Bob what are you doing?
Download the (SUPER PIZZA HUT LOGO) app today! SUPER Android App on Google
play AND Available on the iPhone App Store
(11) (FOOTBALL ANNCR 2 VO): I am downloading the app!
(11) MATCH SHOT

15

16

OUTDOOR

PROMOTIONS

Billboards

College Campus Outreach

Pizza Hut will use a classic example of effective outdoor advertising to

reach the on-the-go millennials. Our extended billboards will center
their focus on downloading the mobile app. A total of 50 billboards will
be placed within a 3 mile radius of targeted college campuses in the
midwest and southeast regions of the U.S.

In order to directly interact directly with the target market, Pizza Hut will
partner with 2,000 select universities in the midwestern southeastern
region to raise awareness about the mobile app. Three iPad stands will
be placed in the food court of each university so students can input
their email while in line to get 10% off their first mobile order and be
eligible for future mobile promotions. An ambassador hired by Pizza Hut
will be available during peak times to provide additional mobile app
information and answer any questions students might have.
How will students know about it?

Universitys social media

Printed signs on-campus

put up by ambassador

Info cards handed out to students in food court by ambassador
How much will it cost?

Approximate product cost : $1,200 (x 2,000 locations) + $1

million for charging stations

Ambassador stipend : $500 (x 2,000 locations)

Total: $4 million

17

SOCIAL MEDIA
In the fast-paced world we live in, attention spans are
rapidly shrinking. That is why social media must be an
integral part of promoting the mobile app to millennials.
We included sponsored ads on Facebook, Twitter,
Instagram, YouTube and Snapchat in the budget. Also,
we recommend posting regularly on Facebook, Twitter
and Instagram.
To engage with followers and appeal to millennials
altruistic nature, Pizza Hut will implement a Twitter
contest on World Food Day, Friday, October 16.
Followers will be encouraged to donate their mobile
app reward points, which will go toward the World
Hunger Relief (WHR) campaign. Those who donate will
get a shout-out on Twitter from Pizza Hut. The person
whose tweet gets the most retweets will be awarded
a free large pizza every week for an entire year. This
promotes the app donation reward program and
creates brand loyalty.
We allocated $8 million to advertise on the following
social media platforms:
Facebook
Instagram
Snapchat
` Twitter
YouTube

18

BUDGET ALLOCATION & RATIONALES

The $110.8 million budget will be allocated between July and December.
Rationales: The decision behind the campaign budget is based off the $227 million spent by Pizza Hut for the 2011 year. Pizza Hut chose to mainly focus on Network Television since a majority
of homes across the nation have Network TV. The sports programs and television shows selected
are highly rated and very popular with millennials.

Budget Allocation
Network TV

$84,845,096

NBC The Voice

ABC Modern Family
FOX NFL Sunday

$8,466,400
$5,135,040
$18,000,000

CBS The Big Bang Theory

CBS NFL Thursday
CBS Sunday Night Football
2 Broke Girls

$4,409,168
$19,333,320
$25,092,000
$4,409,168

Cable TV
AMC The Walking Dead

Online Radio
Pandora
Spotify

$4,964,340
$4,964,340

$3,000,000
$1,500,000
$1,500,000

Outdoor

$6,000,000

Billboards

$6,000,000

Mobile Application
Social Media
Facebook
Instagram
Snapchat
Twitter
YouTube

Outreach
Materials
Ambassador

$30,000
$8,000,000
$1,000,000
$2,000,000
$1,000,000
$2,500,000
$1,500,000

$4,000,000
$3,000,000
$1,000,000

19

Pizza Hut Flow Chart

Media Vehicle

July

August

September

October

November

December

Allocated Costs
$8,466,400.00

National TV
NBC The Voice

ABC Modern Family

CBS The Big Bang Theory

FOX NFL Sunday

$1,102,292.00

6 SPOTS total for

WEEKS 1,2,3, 4

CBS NFL Thursday

CBS Sunday Night Football

$2,116,600.00

$2,116,600.00

$2,116,600.00

$2,116,600.00

8 SPOTS total for

WEEKS 1,2,3, 4

8 SPOTS total for

WEEKS 1,2,3, 4

8 SPOTS total for

WEEKS 1,2,3, 4

8 SPOTS total for

WEEKS 1,2,3, 4

$1,283,760.00

$1,283,760.00

$1,283,760.00

$1,283,760.00

4 SPOTS total for

WEEKS 1,2,3, 4

4 SPOTS total for

WEEKS 1,2,3, 4

4 SPOTS total for

WEEKS 1,2,3, 4

4 SPOTS total for

WEEKS 1,2,3, 4

$1,102,292.00

$1,102,292.00

$1,102,292.00

$1,102,292.00

6 SPOTS total for

WEEKS 1,2,3, 4

6 SPOTS total for

WEEKS 1,2,3, 4

6 SPOTS total for

WEEKS 1,2,3, 4

6 SPOTS total for

WEEKS 1,2,3, 4

$1,102,292.00

6 SPOTS total for

WEEKS 1,2,3, 4

$1,102,292.00

6 SPOTS total for

WEEKS 1,2,3, 4

$1,102,292.00

6 SPOTS total for

WEEKS 1,2,3, 4

$4,409,168.00
$19,333,320.00

$3,866,664.00

$3,866,664.00

$3,866,664.00

$3,866,664.00

$3,866,664.00

8 SPOTS total for

WEEKS 1,2,3, 4

8 SPOTS total for

WEEKS 1,2,3, 4

8 SPOTS total for

WEEKS 1,2,3, 4

8 SPOTS total for

WEEKS 1,2,3, 4

$5,018,400.00

$5,018,400.00

$5,018,400.00

$5,018,400.00

$5,018,400.00

8 SPOTS total for

WEEKS 1,2,3, 4

8 SPOTS total for

WEEKS 1,2,3, 4

8 SPOTS total for

WEEKS 1,2,3, 4

8 SPOTS total for

WEEKS 1,2,3, 4

8 SPOTS total for

WEEKS 1,2,3, 4

$1,102,292.00

$1,102,292.00

$1,102,292.00

$1,102,292.00

6 SPOTS total for

WEEKS 1,2,3, 4

6 SPOTS total for

WEEKS 1,2,3, 4

6 SPOTS total for

WEEKS 1,2,3, 4

6 SPOTS total for

WEEKS 1,2,3, 4

Cable TV
AMC The Walking Dead

$4,409,168.00

$1,102,292.00

6 SPOTS total for

WEEKS 1,2,3, 4

8 SPOTS total for

WEEKS 1,2,3, 4

CBS 2 Broke Girls

$5,135,040.00

$1,654,780.00

$1,654,780.00

$1,654,780.00

4 SPOTS total for

WEEKS 1,2,3, 4

4 SPOTS total for

WEEKS 1,2,3, 4

4 SPOTS total for

WEEKS 1,2,3, 4

$25,092,000.00

$4,409,168.00

$4,964,340.00

Online Radio
Pandora

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$1,500,000.00

Spotify

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$250,000.00

$1,500,000.00

Outdoor
Billboards
Mobile Application

$6,000,000.00
50 total billboard placements in midwestern & soutwestern regions of U.S.
$30,000.00

$30,000.00

Facebook

$1,000,000.00

$1,000,000.00

Instagram

$2,000,000.00

$2,000,000.00

Snapchat

$1,000,000.00

$1,000,000.00

Twitter

$2,500,000.00

$2,500,000.00

YouTube

$1,500,000.00

$1,500,000.00

Materials

$3,000,000.00

$3,000,000.00

Ambassador

$1,000,000.00

$1,000,000.00

Social Media

Promotions

Grand Total

20

$110,839,436.00

THE LAST SLICE

Executing these new marketing strategies effectively will not only increase Pizza Huts online and mobile
orders, but also strengthen millennials identification with Pizza Hut as a brand.
Track Online Orders and Downloads After New Mobile App
1) Compare before and after online order traffic on the Pizza Hut mobile app with
comprehensive monthly reports (measured by Google analytics.)
2) Monitor the number of mobile app downloads between July and December.
3) Compare online sales purchases compared to in-store purchases.
4) Monitor consumer demographic data through the mobile app.

Measure Advertising Effectiveness

1) Measure awareness of Pizza Huts new mobile app before and after campaign.
2) Use Pizza Huts online databases to target responses to the new mobile app.

Measure Social Media Awareness

1) Compare the amount of Pizza Huts YouTube views/subscribers from July through December.
2) Compare before and after follower counts on Pizza Huts social networks.

21

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Place/80400530/pdf/DBrief/11_consumption_of_pizza_0710.pdf>.

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AGENCY ONETHIRTYONE
oberta Asahina, Professor
R
Gregory Baker, Professor
Halle Ortiz
Shauna Rush
Miriam Hernandez
Devin Harrison
Julius Cota
Akin Abode
Nanako Kurosawa
Sean McHugh
Sandra Yang
Gianana Papagni
Judson Anderson
Katie Campbell
Ashlie Day
Kari Ball
Marissa Tatro
Folajimi Akinshilo
Aishwarya Agrawal

Katie Lee
Nathan Montanez
Jose Gonzalez
Richard Escareno Mendoza
Lindsey Baldwin
Briana Gonzales
Mia Villarreal
Gabriel Gatchalian
Jesse Barriga Sanchez
Joey Perez
Joe Manavazian
Patricia Jaurigue
Rachel Souvannarack
Ashley Couch
Arcelia Jimenez
Elaine Kok
Moeko Yokoyama
Colby Tibbet

MY PIZZA. MY HUT.
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