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Pizza Hut's Innovative Approach to Promote Plant-Based Pizzas
Applicable Industries
- Food & Beverage
- Transportation
Applicable Functions
- Logistics & Transportation
Use Cases
- Last Mile Delivery
The Challenge
Pizza Hut, a leading global pizza delivery company, was looking to tap into the growing market for plant-based and meat-free alternatives. The challenge was to convince their customer base, which is largely accustomed to meat-based pizzas, to try out their new plant-based pizza made in partnership with Beyond Meat. The company needed to ensure that the new product would still deliver the full Pizza Hut experience and meet their uncompromising standards for taste. The challenge was to effectively communicate this to their customers and convince them that the plant-based pizza is as delicious and satisfying as their regular offerings.
About The Customer
The customer in this case study is Pizza Hut Delivery, a global leader in pizza delivery services. Pizza Hut operates in over 30 markets across Europe and is known for its innovative approach to pizza making and delivery. The company is constantly looking for ways to expand its offerings and cater to the changing tastes and preferences of its customers. In this case, Pizza Hut was looking to tap into the growing market for plant-based and meat-free alternatives, and partnered with Beyond Meat to offer a new plant-based pizza to its customers.
The Solution
To address this challenge, Pizza Hut launched an innovative marketing campaign called 'Approved by Carnivores'. The campaign was designed to illustrate that the Beyond Meat Pizza would still deliver the full Pizza Hut experience and meet their uncompromising standards for taste. The campaign was launched in July and included a 30-second film and audio spot that showed one of the world's greatest carnivores, Clarence the lion, enjoying the new plant-based pizza. The film showed Clarence stealing the new pizzas from a Pizza Hut delivery driver, demonstrating the high demand for the new product. The campaign was extended through a supporting social campaign in the UK and amplified by a partnership with LadBible. Influencers Sam Thompson and Pete Wicks also participated in the campaign, sharing comical content related to the campaign on their social media channels.
Operational Impact
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