PIZZA HUT NEW CHICKEN CAMPAIGN
PIZZA HUT
NEW CHICKEN CAMPAIGN
This time, Pizza Hut partnered with FPDB Creative to launch four bold new chicken dishes, each bursting with vibrant Asian flavors. Building on past successes, FPDB Creative introduced a fresh storytelling approach, celebrating the moments when we need a break from the chaos and can enjoy a well-deserved pause with Pizza Hut.
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Research
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Food Styling
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L O O K
PREVIOUS CAMPAIGNS
Pizza Hut's previous campaigns focused on placing the product at the center, showcasing their distinctiveness through unique images to attract customers.
With this new campaign, FPDB Creative aimed to take a different approach by focusing on the target audience (TA) as a foundation to highlight the product as a solution.
NEW TARGET AUDIENCES
Pizza Hut briefed us that their campaign focused on a new TA persona, shifting from Gen Z to two segments: Balance Navigator and Meaningful Connector. FPDB, by diving deep into the needs of these segments, twisted the brand’s perspective with questions such as:
If people were more balanced, would they use fried chicken products?
Do people with strong, meaningful relationships tend to use fried chicken products?
From this, FPDB Creative redefined and advised the client to focus on those target audiences who are experiencing a lack of life balance or are seeking meaningful relationships.
COMPETITIORS
We observed that Pizza Hut's competitors commonly used three popular approaches when launching new products:
Using a KOL strategy to attract a specific volume of fans to the new product.
Focusing on the new product and promotional offers.
Highlighting a group with a similar age to the target audience to build connections.
→ FPDB Creative aimed to find ways to stand out while staying true to Pizza Hut’s DNA.
Pizza Hut always brings a feeling of joy, happiness and creativity in every bite
T H I N K
Big Idea
Our creative idea took one bite of Pizza Hut chicken as the perfect stress pause. It resonated with the exhaustion felt by our target audience, offering a moment of relief and balance, giving them the energy to move toward their own happy ending.
Aligning with that big idea, we proposed 4 key visual concepts.
THE FINAL KEY VISUAL
The chosen one was "Cục Ta Cục Task, Gác Việc Một Bên" (Cluck Cluck Cluck, Putting Work Aside), reimagining the classic fairy tale with Tấm and other iconic characters in today’s busy, stressful world. In the past, Tấm was helped by Bụt. But today? Tấm has Pizza Hut's new chicken!
CREDIT
Brand: Pizza Hut Viet Nam
Project: New chicken campaign
F&B Creative Studio: FPDB Creative
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Creative Director: Duc Bui
Project Manager: Khanh Ngoc
Account/ Producer: Huyen Linh
Art Director: Linh Tống
KV & Lifestyle Photographer: Đức Choco
Product Photographer: Mây Nguyễn
Lighting: Tạp Từ
Food Stylist: Hà An
PA: Nhi Phạm, Minh Anh, Nhung Huyền
Retoucher: Lê Nguyễn Nam
Illustrator: Thuctue Nguyen
Main character: Bách Liên
Make up & Hair: Thảo Minh, Bảo Hân
Showcase Copy: Minh Chau
Showcase Design: Thuctue Nguyen