Pizza Hut is on a mission to own the pizza delivery market in 2019. The struggling casual dining sector was a theme of 2018 with Jamie’s Italian, Carluccio’s, Prezzo and others all forced to close restaurants and this doesn’t look set to change, with Beverley D’Cruz, sales and marketing director at Pizza Hut Europe and UK telling Marketing Week “delivery is going to be one of the key trends for 2019”.
She explains: “Convenience and great tasting food at our fingertips is the trend for 2019 so we [Pizza Hut] have spent a lot of time getting our app right, getting our technology right and getting our loyalty programme in place.”
This is why the chain has decided now is the right time to invest in a new brand campaign under the tagline ‘Now that’s delivering’, which it launched on Boxing Day, with the aim of getting consumers to associate delivery more strongly with the brand.
The tongue-in-cheek campaign, the first created by agency Iris, highlights its newly-launched loyalty scheme Hut Rewards, £5 favourite value proposition, its taste credentials and 30-minute delivery guarantee, all while taking a dig at its biggest rival Domino’s. Without mentioning its competitor by name, the…