Fri, 21-Nov-2008
Pizza Hut lures westernised Chinese with Roly Poly campaign
Published: Jul 11, 2007
National - Pizza Hut has launched an integrated Bates Asia China conceptualised brand campaign centering on the Roly Poly theme to introduce its latest "King Arthur's Feast Pizza" aimed at the western orientated young adults.
"The use of the Arthurian, King Arthur and his knights of the round table, theme stems from the fact that good food in the past was shared amongst warriors and a celebratory feast of abundant meats are a must and strengthen the bonds that warriors build with each other after a victorious battle. Pizza Hut's new pizza with its abundant meat toppings allows consumers to enjoy a great feast and bring close friends and families to share happy moments together, "Joseph Wong, business director for Bates Asia China, Shanghai said.
The 30 second TVC features King Arthur and his knights return from a victorious battle but instead of being tempted by the treasure chest of gold, they headed straight for a celebratory feast. The last scene cuts to a group of young adults at the restaurant with the tagline "Happy times at Pizza Hut".
The nationwide campaign, which was launched in June and ran for four weeks on television, print, POS and outdoor on bus shelters and bus LCDs, aimed to enhance the restaurant's position as China's "western dining guru".
Mindshare handled media buying and planning duties for this campaign.
"The use of the Arthurian, King Arthur and his knights of the round table, theme stems from the fact that good food in the past was shared amongst warriors and a celebratory feast of abundant meats are a must and strengthen the bonds that warriors build with each other after a victorious battle. Pizza Hut's new pizza with its abundant meat toppings allows consumers to enjoy a great feast and bring close friends and families to share happy moments together, "Joseph Wong, business director for Bates Asia China, Shanghai said.
The 30 second TVC features King Arthur and his knights return from a victorious battle but instead of being tempted by the treasure chest of gold, they headed straight for a celebratory feast. The last scene cuts to a group of young adults at the restaurant with the tagline "Happy times at Pizza Hut".
The nationwide campaign, which was launched in June and ran for four weeks on television, print, POS and outdoor on bus shelters and bus LCDs, aimed to enhance the restaurant's position as China's "western dining guru".
Mindshare handled media buying and planning duties for this campaign.