AMERICAS FAVORITE PIZZA

ALEXANDRA WOODCOCK, CAROLINE HUNT, KELLI MASSEY

OBJECTIVES
Increase share of pizza orders placed online by 32%
by the end of 2015
Reach 75% of all orders placed online/mobile by
2015
Provide the best digital ordering experience
Position as number one choice for people who
order digitally

TARGET AUDIENCE
Reach consumers from the Millennial generation
Ages 18-34
Millennials incredibly tech savvy
Use technology more than any previous generation

Ideal target: seeks convenience, value, taste

Uses technology to order their pizza

RESEARCH
Secondary
Pizza Hut largest pizza chain in the U.S., world
Sales have been declining; remain industry leader
Created first online order, oers widest variety of digital
ordering: Online, Hulu, Xbox, Mobile App

Primary
Pizza Hunt on Berry St; observed dine-in location
Concluded it is the original pizza restaurant; dine-in
popular in the past

SWOT
S: wide array of technological platforms, it is the
original, it is everywhere
W: others have healthier options, customizable
O: largest chain, have potential to increase digital
presence to reach Millennials
T: top competitors also utilize digital technology;
Millennials are not brand loyal

STRATEGY STATEMENT
Consumers perception of pizza hut original pizza
delivery restaurant
Position Pizza Hut as original and classic
Highlight new, modern, convenient online ordering
Objective: Reach 75% of all orders placed online/on
mobile app

Promote advantages of online ordering

Keep the message consistent with Pizza Huts brand

BIG IDEA
Consumers/employees view Pizza Hut as old
school
Previous slogan: gather round the good stu
Sense of community and nostalgia
Pizza Hut is the unifier, brings everyone together
American theme: unites the audience
Patriotic ad creates desire to be a part of the group

Pizza Hut... Americas Favorite Pizza

WHEN NASA COMMANDS...

WE DELIVER.

Well deliver anywhere. In 2001, we even delivered a pizza to outer

space. With our new mobile app and convenient online ordering,
getting a Pizza Hut pizza is now easier than ever. Its quick, its delicious,
its American. And best of all... its now just a click away. Be an American,
download the mobile app or visit us online at www.pizzahut.com.

AMERICAS FAVORITE PIZZA.

STORYBOARD

Audio: Its a slice

Audio: of American life

Audio: It was the rst pizza

*Deep voice narrates

*Intense musical background
*Tone: Over-drama>c,
sa>rical, intense

*Zoom out to see pizza star

*Zoom out more to see

mul>ple pizza stars on the
ag

STORYBOARD

Audio: to launch into space

*Zoom out further to see

full ag on the moon

Audio: and cyberspace

*Cut to close up shot of

phone on the Pizza Hut app

Audio: So when the most

powerful man in the world
commands
*Zoom out to president in
the oval oce holding the
phone

STORYBOARD

Audio: we deliver.

*Zoom out to see White

House and delivery car
pulling out front

Audio: Its simply

*Zoom in slowly to American

ag on top of White House

Audio: Americas favorite.

*Fade in logo of Pizza Hut,

American ag waving in the
wind behind it

IMC
Campaign launches July 1 opportunity to utilize
4th of July for special discounts and packaging
Ex. All pizzas 50% o for the day

Boxes with special packaging

Options for future discount holidays:
Labor Day, Veterans Day