Pizza Hut's Innovative IoT Marketing Strategy: The KFC Popcorn Chicken Pizza Global Launch
Applicable Industries
- Food & Beverage
- Telecommunications
Applicable Functions
- Logistics & Transportation
Use Cases
- Last Mile Delivery
- Time Sensitive Networking
About The Customer
The customer in this case study is Pizza Hut Delivery, a global fast-food chain known for its pizza offerings. Pizza Hut Delivery has been working with Iris, its lead global agency, since 2017. The company operates in a highly competitive quick-service food category, characterized by a vast variety of options and limited-time offers. Pizza Hut Delivery aims to differentiate itself in this crowded market by introducing innovative products and creative marketing campaigns. The company's goal is to reinvigorate its image as a category breaker and position its products as must-try options for all pizza fans.
The Challenge
Pizza Hut, a global fast-food chain, faced a significant challenge in the quick-service food category, which is characterized by a vast variety of options and limited-time offers. The company needed to differentiate itself and create a groundbreaking product that would stand out in the crowded market. The challenge was to ensure that the introduction of Pizza Hut's KFC Popcorn Chicken Pizza, a collaboration between Pizza Hut and KFC, was not lost as just another menu option. The goal was to position the KFC Pizza as a must-try option for all pizza fans, reinvigorating Pizza Hut's image as a category breaker.
The Solution
To address this challenge, Pizza Hut, in collaboration with its lead global agency Iris, launched a creative, insight-driven global campaign across 55 local markets. The campaign featured Pizza Hut's long-time brand ambassador, Parker J Parkerson, in a 30-second announcement film. The film depicted the internet 'collapsing on itself' with the introduction of the Pizza Hut KFC Pizza, positioning the product as a groundbreaking innovation. In the UK, the campaign was further supported by activations on TikTok and Instagram reels. Diversity's Perri Kiely launched a new dance to the infamous Pizza Hut and KFC song, sharing it with his 1.8 million followers. This marked the first time two major brands in the same category collaborated on a single product globally.
Operational Impact
Quantitative Benefit
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