PASTA PERFETTO PASTERRIFIC by PHD Manila for Pizza Hut

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PASTA PERFETTO PASTERRIFIC

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Industry Restaurants, Pubs & Bars
Media Promo & PR, Case study
Market Philippines
Agency PHD Manila
Released November 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: PHILIPPINE PIZZA HUT
Product/Service: PIZZA HUT RESTAURANTS
Date of First Appearance: Nov 15 2009 12:00AM
Entrant Company: PHD MEDIA NETWORK, Makati City, THE PHILIPPINES
Vice President Marketing: Elaine Guzman (Philippine Pizza)
Ad & Promo Manager: Edgar Caper (Philippine Pizza)
President/Chief Executive Officer: Hermie De Leon (Omnicom Media Group)
Media Manager: Anton Balon (PHD Media Network)
Business Manager: Ken Yodokawa (PHD Media Network)
General Manager: Me-an V. Bernardo (PHD Media Network)
Chairman/Chief Creative Officer: David Guerrero (BBDO Guerrero)
Media placement: TV-742 Spots - ABS-CBN Ch. 2; GMA 7; QTV 11; Lifstyle: St, 23; ETC; 2nd Ave; TV 5; AXN - 15 November 2009
Media placement: TV Branded Content - QTV Ch. 11; Studio 23 - 20 December 2009

Results and Effectiveness
'Pasterrific' results. The unique execution of branded content through 'tryvertising' resulted to a Pizza Hut Pasta Perfetto sales up by 129%, contribution doubled from 5.5% to 11.4%. It achieved redemption targets of doubling Dine-in and Del Pasta sales triple. From the customers, 78% of those who tried will purchase same product again.

Creative Execution
Branded content= TRYVERTISING approach, prompted the target market to try the product and not solely create awareness. Segment within TV programme US GIRLS wherein the host invited group of young women to a surprise pasta party. It was held in one of Pizza Hut’s premium outlet and they were served with 12 variants of Pasta Perfetto. The execution engages the target market, actual taste test transpired, and unique tactic to inform the target market. Making them realise that pasta is an excellent alternative to rice. The programme “ANG PINAKA” (The Most Wanted) a weekly programme that lists up the most wanted on certain topics under the sun. A countdown of the MOST WANTED PASTA PERFETTO was done in 4 consecutive weeks. Perfect seamless execution since the content made it appear that MOST WANTED PASTA PERFETTO is the topic of MOST WANTED LISTS of programme.

Insights, Strategy & the Idea
The Filipino people, in general, are rice eaters. For Filipinos, PASTA=SPAGHETTI, something to be eaten only during special occasion or a form of gourmet food, thus, for the target market who love pasta it's either they would settle with the value offerings of major Quick Service Restaurants; Jollibee or McDonald's or go to fine-dining restaurants that offer it for a cost. How did Pizza Hut Pasta Perfetto manage to breakthrough in the market of rice eaters and contributed doubled in total Pizza Hut sales and boosts pasta sales as high as 129%? The success of Pizza Hut Pasta Perfetto in penetrating the Filipino market is a manifestation of how to assess and develop a market for a brand or offerings. The strategy and the idea of defying the traditional approach to launch a new product are proven to be an effective solution to achieve the objective of the launch of Pasta Perfetto.