Posted on by Vishnu Devarajan
Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene
MBCS & PIZZA HUT SEND SMOKY SIGNALS TO SAY: THE AYAM BAKAR IS HERE FOR RAYA!
21 Apr
MBCS, the creative content practice powered by media within IPG Mediabrands, has served up a fresh campaign for Pizza Hut in conjunction with the Ramadan/Raya festive season.
The ‘Ayam Bakar Bukan Biashe-Biashe’ (translated: Not Your Ordinary Flame Grilled Chicken) campaign set out to introduce Pizza Hut’s new pizza – the Pizza Ayam Bakar. In a nod to the smoky flames from the grill, the pizza was launched with a smoke projection billboard above a Pizza Hut store in proximity of one of Kuala Lumpur’s most popular Ramadan bazaars, driving traffic towards the outlet.
The campaign showcased a classic Ramadan/Raya fare of flame grilled chicken with Pizza Hut’s flare – smoky grilled bazaar flavours on a fully loaded pizza, in a fun twist that’s anything but “biashe-biashe” (ordinary).
Mun Tuck Wai, Executive Creative Director with MBCS said, “Ramadan/Raya is a time of food and gatherings, and a classic favourite is the ayam bakar – found in every bazaar. But who’s to say that ayam bakar is just for the bazaar?
Sending smoke signals is an age-old tradition, and we looked to lure our customers right to our doorstep to experience ayam bakar like never before. A pizza with these flavours needs a launch that’s equally as bold, and we wanted to tickle that curiosity when introducing an ayam bakar that is out of the ordinary.”
In addition, an activation at local bazaars and an in-store contest introduced the Pizza Ayam Bakar promotions and an opportunity to win free pizza for those who could say the pizza’s tongue twister of a name in the game “Say My Loaded Name”.
Aileen See, Chief Marketing Officer of Pizza Hut Malaysia said, “At Pizza Hut, we believe that the best flavors are the ones that resonate with our customers’ hearts and taste buds. With the Pizza Ayam Bakar, we’ve worked hard to craft a truly authentic taste experience that reflects the unique flavors of ayam bakar that you’d get from our local bazaars.
The MBCS team have integrated this sensory element of smoke that you’d get from the grill into our campaign, blurring the lines between tech, creativity and cultural relevance for an unforgettable campaign. It’s not just about selling pizza; it’s about the celebration of Ramadan/Raya through our shared language of food.”
The campaign runs through till the end of April. View more on Pizza Hut here.
MARKETING Magazine is not responsible for the content of external sites.
he 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 2024 to May 2025
