Having launched in mid-April, The Yumpire has posted impressive numbers for Pizza Hut from the get-go; smashing single day and weekly sales records.
This has meant long-distance virtual back slaps for the local team from Pizza Hut’s Global brand team, who labelled the New Zealand work a “world-class transformation”.
In 2020, Restaurant Brands New Zealand set about transforming its Pizza Hut business, which had been struggling to find sustained growth. After making internal operational improvements, the local team partnered with dentsu New Zealand to develop a distinctive creative platform that could deliver sales overnight and build the brand over time.
It’s clear from research that brand codes and confidence are driving success, putting Pizza Hut top of mind. The campaign was immediately awarded April’s Colmar Brunton Ad Impact Award for the strength of its branding and the immediate impact on brand appeal.
A focus on taste above all else, the use of a hyper-real brand world, and energetic and youthful talent is delivering a step-change in sales volumes as the brand attracts pizza lovers back into the fold.
GM Marketing Restaurant Brands New Zealand, Angela Blair says: “We’ve been delighted with the record sales impact we’ve seen since The Yumpire went to market. This bold new creative direction for the brand has quite literally repaid our courage and hard work in impressive sales growth for the business.”
Creative Director at dentsu, Rob Longuet says: “The job was simple: re-ignite Kiwis love for Pizza Hut. Our solution: a bold, ownable brand world with a charismatic brand ambassador on a mission to delight taste-buds across the country.”
Client: Restaurant Brands New Zealand
Creative agency: dentsu
Media agency: phd
Production partner: Fish
Director: James Solomon
Photography: Yuki Sato @ IDC
Sound: Franklin Rd