Pizza Hut’s Boldest Move Ever to Penetrate into Indian Market

In a major strategic move, Pizza Hut, India’s leading pizza chain and a subsidiary of the NYSE-listed Yum! Brands, Inc, today announced the launch of Wow Everyday Value, a bold, new value proposition across the entire Pan Pizza range. Customers will now have access to the tastiest Pizza Hut pan pizzas at a very attractive price, starting at Rs. 99. Paving its way to the next phase of growth, Pizza Hut is also launching an aggressive TV and digital campaign highlighting the superlative taste at an amazing value. The advertising campaign will first break on Digital platforms, followed by TV during the IPL season. In keeping with Pizza Hut’s differentiated content strategy, the campaign film deploys a distinctive creative device by introducing ‘Agent Pizza’, a new mystery character whose sole purpose is to help pizza lovers discover the tastiest pizzas in town, at never before price points for the brand.

The new value proposition brings with it a major shift in Pizza Hut’s strategy to appeal to new age customers who are looking for everyday food options at a great value, without compromising on taste. The company is also expecting the new pricing construct to open up a whole new segment of first-time customers, who will now be able to indulge in the Pizza Hut pan pizzas. Wow Everyday Value, will be valid on all days, and across all channels – dine-in, takeaway and delivery. This will further enable customers to enjoy the tastiest Pizza Hut Pan Pizzas on all days of the week, without any restrictions of time-bands or discount coupons.

Prashant Gaur, Chief Brand and Customer Officer, Pizza Hut India Subcontinent said that ever since Pizza Hut entered India, customers have consistently given them a lot of credit for serving the tastiest pizzas and giving them a great experience. No surprises that they have been adjudged as the Most Trusted Brand by a reputed media house for the 13th time in a row.

With changing times, the needs of consumers have also changed, with pizzas evolving from being just a special occasion treat to an everyday home meal replacement. Of late, they have witnessed a huge demand for their pan pizzas to be accessible at an attractive value. Given that customers are at the centre of everything they do, rolling out a new value program was the next logical step for them, he said.

He added that they have always taken pride in serving the best pizzas to their customers and are now making the tastiest pan pizzas accessible to a much wider audience.

Under the new pricing construct, customers can now avail two personal pan pizzas from the Classic range starting at Rs.99 each, and two medium pan pizzas at Rs. 199 each respectively. Apart from the superior taste and greater value for money, the new price bands will also offer more variety with the introduction of two new pan pizza variants – Classic Corn and Classic Tomato.

Talking about the launch of the advertising film, Gaur added that IPL is a very critical time for brands to invest and dial-up visibility. That brings in immense clutter, making it imperative to come up with unique and distinctive creative route for high customer recall. Breaking the norm of traditional category advertising was their key motivation behind introducing ‘Agent Pizza’ and they are confident that his character will make the film stand-out from the rest.

The WOW Everyday Value campaign film highlights the Sabse Tasty pizza @99 tagline. It depicts the enigmatic ‘Agent Pizza’ as a propagator of ‘Taste’ whose life-mission is to ensure that all pizza lovers are directed towards the tastiest pizzas in town, available at attractive prices. The company is planning a range of innovative digital promotions to create buzz and spur conversations around the film amongst netizens. The films are conceptualized by Ogilvy India team, produced by The Magic Box and directed by Prashant Madan.