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Dive Brief:
- Pizza Hut launched a campaign today across the concept of “Newstalgia,” giving a contemporary spin to the brand’s iconic branding elements, per a press release shared with Marketing Dive. The year-long campaign was created with agencies GSD&M and Tool of North America.
- As a part of the campaign, limited-edition boxes of huge pizzas will feature QR codes that, when scanned, allow customers to play an augmented reality (AR) version of the classic game Pac-Man. Players that share their scores on Twitter can be entered to win a custom Pac-Man game cabinet.
- The shift in its creative positioning also allowed the brand to release a TV spot featuring spokesperson Craig Robinson playing a retro Pac-Man game to advertise the “Newstalgia” effort, which taps into trends around nostalgia and at-home dining which have boomed throughout the pandemic.
Dive Insight:
Pizza Hut’s campaign for its $10 Tastemaker pizza taps into nostalgia for the brand’s iconic branding elements — including the Book It! program, classic arcade games, red cups and Tiffany-style lamps — and reimagines them with a contemporary twist, an approach it is asking “Newstalgia.” Those elements are present within the TV business, where Robinson’s “man cave” is decked out like a Nineteen Eighties Pizza Hut.
“There’s a lot love for this brand and so many iconic elements … any marketer would die to have a fraction of those things. The challenge is taking those things that folks know us for, and bringing them into today’s world in relevant ways,” CMO George Felix told Marketing Dive.
Courtesy of Pizza Hut
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That old-is-new approach is essential to the campaign’s Pac-Man tie-in, which turns the classic arcade game into an AR experience via a QR code-enabled pizza box. Beyond a novel, playful use of AR, the sharing of scores on social media could extend the campaign’s reach as more people enter to win a Pac-Man gaming cabinet. Plus, it allows consumers to capture a number of the social experience of on-premise dining that has been lost throughout the pandemic, in response to Felix.
Pizza Hut hopes the trouble can be a “breakthrough campaign” for the category, accelerating the momentum the chain has seen over the past three quarters, Felix said. The brand saw an 8% increase in same-store sales in Q4 2020, per probably the most recent earnings report by parent company Yum Brands.
Felix joined Pizza Hut initially of 2020 after serving as the worldwide marketing director at sister brand KFC. David Graves, KFC’s director of selling strategy and innovation also joined Pizza Hut as chief brand officer. The moves seemed to be a approach to help Pizza Hut capture a number of the marketing prowess that helped make KFC a stand out within the crowded QSR category.
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