Pizza Hut

WIRETAPPING INSIGHT FOR GROWTH

Pizza Hut had been in partnership with SpongeBob for two years. They picked that partnership because SpongeBob was having a resurgence; those who grew up with him in the 90’s were introducing him to their children. This gave Pizza Hut a perfect category entry point to families, without talking value or price. Simply put, families represent a significantly higher average order value to the business because they’re ordering more. And whilst they’re price sensitive like most people right now, we needed an emotional anchor.

Journey

WIRETAPPING INSIGHT FOR GROWTH

IDEA THAT MOVES DIGITALLY, HUMANLY.

Meet The SpongeBob X Pizza Hut Experience For the partnership to really work harder than ever in its third year - and we mean really work hard for us - the fictional became the reality. How do you make this obscure fictional under the sea world come to life in a very real way? So, with a little help from SpongeBob’s bestie, Patrick, Pizza Hut created a world-first Ice Cream in his honor. But a 25th birthday is a big dill! Sorry, deal. It deserves to be marked with not just an ice cream gift, but an occasion. So, we threw Spongey a 25th party and created an entire SpongeBob menu range in his honor. In a world premier, we invited journalists, mega fans and content creators along to try the ice cream and menu. Imagine a Chillapineappleno dipping sauce for your wings or pizza and a pineapple and orange Fanta.

IDEA THAT MOVES DIGITALLY, HUMANLY.

THE EFFECTIVENESS

- Lift brand consideration 39.5% (from 10.6 to 14.8) - Drove brand talkability by 109% (from 3.3-6.9) - Increase reportable ROAS 20% above target - Defend our fastest growing QSR position, delivering our 21st quarter on consecutive growth.

IDEA THAT MOVES DIGITALLY, HUMANLY.

Overview

Journey

Journey

Results