Mediabrands Content Studio (MBCS), the media-fuelled creative content practice within the IPG Mediabrands network, has announced its hunger awareness campaign with Pizza Hut Malaysia, inviting Malaysians to ‘share a slice’ to combat hunger.
In conjunction with World Hunger Day on 28 May, MBCS transformed Pizza Hut’s online menu to depict pizza pie charts that shared critical stats on hunger, malnourishment and poverty affecting Malaysians.
Consumers visiting the Pizza Hut online store on that day were greeted with pizza visuals transformed into pizza pie charts, with statistics such as: ‘52% of Malaysian families in low-cost flats can’t afford a daily meal’, with a call to action to share a slice through donations via Pizza Hut’s Hut to Heart page.
Mun Tuck Wai, Executive Creative Director with MBCS said, “In planning for the campaign, we did extensive research to curate facts on world hunger, and the situation in Malaysia. What struck us was that this information would really hit home when visualised, and that’s how the idea was born.
By reimagining the iconic pizzas of Pizza Hut into pie charts with hard hitting data, we were able to truly depict the severity of hunger and poverty in the community. We hope Malaysians who consume pizzas on that day, will also consume these facts to drive social talkability, awareness, and share a slice with those in need.”
Emily Chong, Chief Marketing Officer of Pizza Hut Malaysia said, “We want to fight hunger, one pizza at a time by turning our menu into pie charts for World Hunger Day. Despite our best efforts as a community, numerous Malaysians, including children, go hungry every day.
Our intention with this campaign was to raise awareness on this incredibly prevalent social issue and seek to drive action amongst Malaysians to share a slice with each purchase they make online on that day.”
In response to donations raised on the day, Pizza Hut Malaysia has committed to doubling its value and translating it into an equivalent pizza value, resulting in more than 1000 personal pizzas distributed to feed the hungry.
The CSR initiative comes under Hut to Heart, Pizza Hut’s initiative to empower people to change their communities and their lives for the better and is in line with the social purpose of global parent company YUM – “A Slice for Everyone”.
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