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Article: PIZZA HUT ADS FOCUS ON FOOD AND RESTAURANTS: 'BEST PIZZAS UNDER ONE ROOF' THEME REPLACES SINGLE-PRODUCT CAMPAIGNS.
- Article from:
- Advertising Age
- Article date:
- June 22, 1998
- Author:
CopyrightCOPYRIGHT 1998 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Pizza Hut is selling the whole store in a new ad campaign that returns attention to dining in after a long focus on takeout and delivery.
Rather than a single product, the chain's latest effort promotes three signature pizzas -- the Edge, Stuffed Crust and Sicilian -- and its restaurants, too. This is a strategic shift, at least for now, away from splashy product launches.
Later this year or early in 1999 Pizza Hut will launch a major new pizza product, said an executive close to the chain. Until then, the new tagline will be "The best pizzas under one roof."
Also, in a move similar to that undertaken by burger giant McDonald's Corp., the pizza leader ...