Fun content. That’s how you get people to pay attention to a 90-second features ad. You house it in fun content. And that’s exactly what Iris has done in its first campaign for Pizza Hut Delivery after being appointed as the brand’s lead strategic and creative agency in February last year.
The hero film, with its wacky take on a Rube Goldberg machine using blue dominos and an armchair pulled along by string, highlights Pizza Hut’s five main advantages over its competition (Domino’s). The aim of the campaign, Now that’s delivering, is to transform the brand from a pizza restaurant chain to a pizza delivery chain, while underlining the qualities that have made Pizza Hut pizzas popular. It does so by pointing out, in a series of five wonderfully whimsical scenes, that Pizza Hut can deliver in ways Domino’s can’t. The film has also been broken down into five 20-second spots, each focused on one of Pizza Hut’s five superior features.
Ian Bradbury, managing partner, Iris, commented, “This is just the beginning of our journey with Pizza Hut Delivery and it’s a fantastic opportunity to reinvigorate such an iconic brand.”
Beverley D’Cruz, sales and marketing director at Pizza Hut Europe and UK, added, “Pizza Hut Delivery is on a mission to be the easiest, fastest and tastiest place for pizza. We’ve been successful in taking on the competition in other markets and with Iris’s experience in the category they have been the perfect partner to help bring this to life in the UK.”
The hero film launched on Boxing Day, supported by 20 second and 6 second films, which will be placed on Facebook and YouTube as targeted, aptly timed interventions to disrupt consumers’ Domino’s habit.
Credits:
Agency: Iris
Chief Creative Officer: Shaun Mcilrath
Creative Team: Lou Bougue & Rupert Thornborough
Executive Planning Director: Ben Essen
Managing Partner: Ian Bradbury
Group Account Director: Isabelle Taylor
Executive Producer of Moving Image: Adam Walker
Production Company: Agile Films
Director: Fatal Farm
Editing: Ed Cheeseman @ Final Cut
Post Production: Electric Theatre Collective
Audio Post Production: Dan Beckwith @ Audio Factory
Client: Pizza Hut UK
General Manager: Neil Manhas
Sales and Marketing Director at Pizza Hut Europe and UK: Beverley D’Cruz
