APPIES 2021 Winner Showcase: Pizza Hut

For the next few weeks, MARKETING Magazine will be featuring the winners of the APPIES Malaysia Marketing Campaign Awards 2021 by sharing more about their winning campaigns. Consider this your daily dose of inspiration from Malaysia’s best marketing campaigns, judged by a jury of 35 marketing leaders who have made their mark in various industries.

GOLD Winner

Brand: Pizza Hut

Campaign: How our Pizza Heart won the hearts of Malaysians

Categories: Digital & Social

Campaign summary:

Pizza Hut is a brand that Malaysians have grown up with. Over the years, fond childhood memories have become old and irrelevant to today’s social media generation.

Pizza Hut saw an opportunity to build brand love during Valentine’s by creating a cheesy love guru – ‘Jiwang Jeff’ to talk about the top relationship problem which had a double entendre – common issues that Malaysian Pizza Hut customers frequently complained about on our social media accounts and ask them to “Give Love a Chance”. We also worked with the creator of SMK FastFood’s iconic comic character “Pijahat”. We turn the ‘class prankster’ into a generous good guy by demonstrating the power of giving love a chance. 

Pizza Hearts were send to competitors and media houses, along with cheesy pick-up lines to woo them, and get them to spread Pizza Hearts in return.

Credits

Presenter: Quennie Tan, Senior Marketing Manager (Brand Comms & Innovation Lead), Pizza Hut