"Pizza Hut has fortified against heavy competition from rivals like Domino's, Papa John's and disrupters like JustEat and UberEats over the last decade with a bold tone of voice on social and a keen eye for influencers. Dadi Award-winning PR and social agency Tangerine reflected on running Pizza Hut's social media account, noting how it drove brand's "revival" with a mix of social and influencer marketing over the last three years."
"The Hut debuted in the UK in 1973 but more than four decades later, it must defend and expand its slice of the UK pizza pie. It is enticing younger customers by using social media to position it as a casual dining - or delivery - option. The Taste Freedom campaign saw Domino's chief executive David Wild partly blame a 1.5% sales drop on its "very aggressive" rival Pizza Hut ."
Pizza Hut strengthened its UK position amid heavy competition by adopting a bold social tone and leveraging influencer-focused campaigns. Tangerine ran the brand's social media and combined social and influencer marketing to drive a brand revival over three years. The Taste Freedom campaign helped position Pizza Hut as a casual dining and delivery option to entice 16–30 year olds, and provoked competitor reactions tied to measurable sales impacts. Industry recognition followed with Dadi Awards for digital creativity and social media use. Campaign reflections emphasize influencer overuse, the need for authenticity, and rising transparency around paid partnerships.
Read at The Drum
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