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.


Agency: Fishermen Integrated

Joyce Gan, Group Brand Director

Tan Lih Wern, Brand Manager 

Andrew Tan, Executive Creative Director

Cheng Chin Mian, Art Director

Ng Wheng Jhun, Copywriter

Brand: Pizza Hut

Emily Chong Wai Yee, Chief Marketing Officer

Quennie Tan, Senior Marketing Manager (Brand Comms & Innovation Lead) 

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

MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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