Pizza Hut plays up a foodie's woes in first brand campaign with O&M

Pizza Hut has worked with Ogilvy Singapore for its new brand platform called “Your Slice of Simple”. The platform looks to rekindle Singaporeans’ love for food and celebrates Pizza Hut’s simple pizza experience. The campaign is called “Foodies Anonymous” and depicts a foodie's confessions at a foodie-focused group therapy session.The launch campaign calls out pretentious and recovering foodies, all seeking support as they tackle the anxiety and melancholy that results from food over complication and pretentiousness. Based on the insight that young Singaporeans today are looking for simple, precious moments in a complex world, the idea highlights traits reflective of Singapore culture today, namely, ‘camera-eats-first syndrome’, food trend addictions and excessive menu alteration.This is Pizza Hut’s first campaign since appointing Ogilvy Singapore earlier in February as its creative agency. The TVC, created in both English and Chinese, was launched on Mediacorp’s Channel 5 and Channel 8 respectively, and will run for five weeks.https://youtu.be/BsTljn4il8gFrancis Wee, executive creative director, Ogilvy Singapore, said, “To create an emotional connection with consumers, we adopted a tongue-in-cheek approach that depicts Pizza Hut as the solution to complicated food fads. By going against the grain of typical food commercials we celebrate the virtues and inherent greatness of a simple, unassuming slice of Pizza Hut pizza.”Wee added that going back to Pizza Hut’s belief of creating easy and better pizzas, the brand felt the release of the Foodies Anonymous campaign, alongside the launch of the new Pan Pizza was perfect timing, and highlights its focus on delivering what people love.A marketing spokesperson of Pizza Hut, said, “This brand platform aims to drive local resonance in Singapore while staying in line with our global brand positioning. It also reinforces our core brand values of offering Singaporeans a simple, delicious pizza experience in today’s complex world. We are very eager to see Singaporeans’ response to this campaign and hope it resonates with them as much as it did with us!”