An early October campaign from Pizza Hut Hong Kong saw the quick service restaurant chain roll out the ‘Foosball Pizza Box’ – specially designed with a fully playable ‘foosball table’ integrated into the lid of the classic cardboard pizza box.
The initiative, developed by agency Ogilvy Hong Kong, aims to drive app downloads and participation in Pizza Hut’s ‘12th Player Club’ European football season campaign – which seeks to encourage football fans who are stuck at home isolating because of the pandemic to get fully into the football spirit (and great pizza).
Promoted via social media and a PR push, the campaign runs from 6 October to 20 October and for those wanting to get their hands on one of the five Foosball Pizza Boxes the mechanic is to download the Pizza Hut App, join the 12th Player Club and then leave your most creative comment on the Pizza Hut Hong Kong Facebook page.
“The Pizza Hut Foosball Pizza Box was a great opportunity to remind football fans that pizza goes best with their football,” explained Pizza Hut Marketing Director HK Wendy Leung. “We always want to go above and beyond when catering to our audience and given how fatigued the community has been this year, offering fun beyond just food, and bringing an experience like this to life, right in your pizza box, is the perfect way to make people smile.”
John Koay, Executive Creative Director for Ogilvy Hong Kong, added: “A lot of football fans have been stuck at home during these past few months, so we wanted to bring the fun and flavour to them. The Foosball Pizza Box is a great packaging idea that brings together the football action and delicious pizza for a memorable meal experience that you can share with friends.”
The campaign was created for Pizza Hut HK Marketing Director Wendy Leung, marketing Manager Yoyo Lam and Assistant Marketing Manager Karen Shea by a team at Ogilvy HK.
The creative agency tem included Chief Creative Officer APAC Reed Collins, Executive Creative Director John Koay, Executive Creative Director Matthew Nisbet, Associate Creative Director Amy Cheng, Senior Art Director Jo Wong, Art Director John Koay, Copywriter Alexandra Colgan, Executive Group Director Yuliani Setiadi, Group Account Director Vincent Lam and Account Manager Rachel Tsui.
Comment:
Pizza Hut marketers have a penchant for playable/usable, branded sports products and previous initiative from the fast food chain have included its ‘Pie Tops’ US sneaker initiatives in 2019 (see case study) and 2017 (see case study).
Links:
Pizza Hut Hong Kong
https://www.facebook.com/pizzahut.hk
Ogilvy Hong Kong
https://www.ogilvyasia.com/tag/ogilvy-mather-hong-kong/
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