FEED A FRIEND by M&C Saatchi Sydney, Profero for Pizza Hut

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FEED A FRIEND

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Industry Fast food
Media Promo & PR
Market Australia
Agency M&C Saatchi Sydney
Executive Creative Director Ben Welsh
Creative Director Matthew Delprado, Matt Sterne, Gavin Mcleod
Art Director Ben Huxter, Salvatore Gullifa
Copywriter Simone Brandse
Agency Profero
Released December 2010

Awards

Caples Awards 2011
Other Media Social Media Finalist

Credits & Description

Category: Retail (Incl. Restaurants)
Advertiser: PIZZA HUT
Product/Service: FAST FOOD RESTAURANT CHAIN
Agency: M&C SAATCHI/MARK
Agency: PROFERO
Date of First Appearance: Dec 1 2010
Entrant Company: M&C SAATCHI/MARK, Sydney, AUSTRALIA
Chief Executive Officer: Tom McFarlane (M&C Saatchi / Mark)
Executive Creative Director: Ben Welsh (M&C Saatchi / Mark)
Creative Director: Gavin McLeod (M&C Saatchi / Mark)
Copywriter: Simone Brandse (M&C Saatchi / Mark)
Art Director: Ben Huxter (M&C Saatchi / Mark)
Art Director: Salvatore Gullifa (M&C Saatchi / Mark)
Creative Director: Matthew Delprado (Profero)
Sernior Interactive Designer: Jarrad Collings (Profero)
Technical Director: Abhishek Goyal (Profero)
Senior Developer: Scott Dilley (Profero)
Creative Director: Matt Sterne (Profero)
Senior Account Planner: Mathew Ford (Profero)
Senior UX Architect: Marcus Holstein (Profero)
Performance Manager: Fabian Di Marco (Profero)
Media placement: Facebook Page - Online - 1st December 2010
Media placement: Digital Banners - Online - 1st December 2010
Media placement: Branded Content On Pizzahut.com.au - Online - 1st December 2010
Media placement: PR - Online - 1st December 2010
Media placement: EDMs (Internal And External Databases - Email - 1st December 2010

Describe the objective of the promotion.
To encourage online ordering, we translated the time-honoured practice of sharing pizza into the online world with a promotion that let customers share virtual pizza slices with their friends via Facebook. Whenever a customer orders a pizza, they get a virtual slice to give to a friend of their choice on Facebook. When the friend collects 4 slices, they get a real pizza for free.

Describe how the promotion developed from concept to implementation.
Every company talks about using its customers to spread marketing messages within their social networks. But very few social media campaigns actually succeed, as people are reluctant to be seen to ‘sell’ stuff to their friends. ‘Feed a Friend’ made it socially acceptable and rewarding for Pizza Hut customers to spread our message amongst their friends.
Through the promotion, every time you order a slice of pizza online, you get an extra virtual slice to give to a friend via Facebook. If your friend collects 4 virtual slices they get a free pizza. Who wouldn’t want to share that!

Explain why the method of promotion was most relevant to the product or service.
Pizza is the ultimate social food – and it’s built for sharing.
So we took this social practice of sharing pizza and translated it to the online world using social media.

Describe the success of the promotion with both client and consumer including some quantifiable results.
This was Pizza Hut’s Australia’s most successful online promotion ever.
It stopped the decline and increased online sales.
57,907 people used the app, creating over 1.6 million impressions on Facebook.
Revenue influence of $2.4 million.