Pizza Hut: Hit the Hut

Facing declining profits and increase competition Pizza Hut restaurants needed to revitalize the brand. Objective: to overcome associations with it being a 'fast food chain'. Media: TV, mainly in London, Yorkshire, Tyne Tees and Scotland with radio support in other regions. Results: restaurant sales $4.5 million greater in advertised regions than in control areas. The advertising repositioned the brand and more than paid for itself in the short term. It also developed longer-term brand equity.