The largest pizza chain in the world, with approximately 270 stores Australia wide.
Pizza should simply be for everyone.
As the consumer’s dietary requirements are always changing, Pizza Hut noticed a gap in their menu that caters for vegans. A full vegan range was then introduced, including pizzas, sides and a dessert.
The main objectives for launching this range were to create awareness around new options while also elevating the existing brand and its core message of sharing good times.
Vegetarian?
Pescatarian?
Flexitarian?
We’re all Pizzatarian.
Simultaneously, Pizza Hut not only introduced a new range to their menu but also a completely new audience. Focusing on inclusivity opposed to just addressing the message to this audience was the most successful way in. Speaking to existing Pizza Hut customers and their vegan friends to all “Share Good Times”.
The theme of inclusivity of this launch campaign was wrapped in a clever name that pizza lovers could relate to. Celebrating the “Pizzatarian”. This was used as a way to encourage all pizza lovers to share moments together with Pizza Hut while also introducing the range.