Pizza Hut is aiming to draw fans of any pizza chain into its stores with a giveaway that will see the QSR hand out more than $1 million in free pizzas – or more than 50,000 free pizzas – on Dec. 4 for its “Repizza” campaign.
The campaign, the first by Leo Burnett since it became the brand’s AOR in April, will allow customers to bring in a used pizza box from any chain or restaurant, or even frozen pizza boxes, to get a free ‘refill’ in the form of its latest offering, its ‘light and airy’ Handcrafted Crust pizza. Its Pepperoni Duo and Smoky Tri-Cheese options will be available for the pizza chain’s refills.
Knowing that pizza sales typically spike on weekends, and that the chain is known for its slightly more indulgent pan pizzas, Scott Lyons, the group account director for Leo Burnett, says the brand set out to create an everyday occasion pizza with this product, rather than something usually bought on weekends, which the industry deems ‘special occasions.’
Pizza Hut Canada CMO Daniel Meynen added that the company reimagined what its light and airy crust should deliver without compromising flavour in the new product.
“We developed and tested a new Handcrafted Crust and an exciting new range of recipes among Canadians that delivers on exactly that, providing an everyday experience that will make you want to ‘Repizza’ again and again,” Meynen says.
The challenge Leo Burnett faced with the new Pizza Hut offering, was devising a way for people to try it– hence, the refill idea to attract people to visit their local Pizza Hut.
The one-day giveaway takes place on a Monday, to make it easier for people to bring in their empty pizza boxes from the weekend.
The campaign targets Gen Z, and is being rolled out across social media – including TikTok, Meta and Twitch – and digital OOH.
Edelman handled PR, Wavemaker looked after media and Diamond Marketing Group took care of organic social.
