Remember when Pizza Hut was the answer to “want pizza” in Australia? Well, now it’s not – drowned out by a very noisy Domino’s, that holds 58% of the market in its grasp, and a smattering of trendy pizza chain options, such as Crust. Pizza Hut currently has 7-9% of the market.

But that may be about to change. The chain is “re-launching” in Australia after eight years away from TV, featuring some wicked proponents of its new premise, How Bad Do You Want Good? The campaign by indie agency, jnr., presents people showing their worst instincts in the face of Pizza Hut pizza temptation. They choose not to help a friend whose arm is on fire, steal a man’s pizza while he begs for the life-saving pills he has dropped, and opt for the pizza meant for a child with two broken arms.

The deliberately shocking (for standout) campaign launched during ultimate fast-food commercial viewing time, the State of Origin decider broadcast.

How Bad Do You Want Good follows on from jnr.’s first work for Pizza Hut in February, First Sweet, Then Heat, promoting the return of hot honey pizza. Also bold – a woman flirting with a man at a funeral.

The full campaign covers TV, outdoor, digital, social and creators Australia-wide, plus partnerships with football-themed podcast, Bloke in a Bar.

The commercials were directed by MOFA director, Yianni Warnock, and stills were shot by Pool Collective photographer, Sean Izzard.

Jnr. managed strategy, creative, design and social. Initiative handled media; WiredCo, earned, PR, media & creators; Burson, PR and corporate comms.