Pizza Hut: How the Hut hit back - IPA Effectiveness Awards Case Study 1996

Brief Description: Following good performance in the early 90's the brand fell in 1994. 1995-96 campaign aimed to stop the decline in revenue and return to profitable growth. AMV research showed the brand had lost its value and was being treated as a commodity. Important to separate the brand from competitors and introduce the new 'Stuffed Crust' product, wanted to position the Hut within a social context. TV used in a number of bursts in a number of core areas. Result was immediate high awareness and trial of the new 'stuffed crust' product. Revenue increased 25% year-on-year in core region, 11% gain MAT compared to -6% before launch. Substantial growth seen in non-advertised areas as well as advertised, but 9.3% higher in the latter. Revenue increase equivalent to +£36million gain for a full year ;---(TAGS)--- Full Title: Pizza Hut: how the Hut hit back ; Number: 1996/212 ; Brand Name: Pizza Hut ; Client: Pizza Hut UK ; IPA_ProductCoding: Entertainment & Leisure (Restaurants/cafes inc. takeaway outlets, coffee shops) ; Agency: Abbott Mead Vickers.BBDO ; Author: Jeremy Thorpe-Woods ;