Pizza Hut Hong Kong special candle set to customers in support of Earth Hour over the weekend as part of its campaign, encouraging the public to know more about the initiative and climate change. To encourage its customers to join the event, Pizza Hut Hong Kong rolled out its "Join The Dark Side" promotion, releasing limited-edition candle pizza savers on a first-come-first-served basis at stores across the city. Starting at 6pm on 26 March, kits were given away to customers with any takeaway purchases. Fans were also encouraged to share their dark side moments on social when they were enjoying a slice of pizza to further increase awareness of Earth Hour.
In addition to the limited-edition candle pizza saver, Pizza Hut Hong Kong also published several posts on its Facebook page to further increase awareness. On 25 March, the brand published a post on Facebook, telling customers that they would receive a pizza saver after ordering a takeaway. The brand also encouraged customers to enjoy the food by lighting the candles instead of switching on the light to support the event.
Pizza Hut Hong Kong also created the hashtag #PizzaHutDarkSide to further engage the audience.
"Environmental responsibility is important to all of us at Pizza Hut. The opportunity to support Earth Hour and raise awareness of climate change really aligns with our values as a brand," said Wendy Leung, marketing director of Pizza Hut Hong Kong.
According to World Wide Fund for Nature, Earth Hour aims to increase awareness and spark global conversations on protecting nature, tackling the climate crisis, and working together to shape a brighter future for us all. According to information on WWF's website, Earth Hour was launched in 2007 by WWF and partners as a symbolic lights-out event in Sydney to raise awareness of climate change. The initiative is now one of the world's largest grassroots movements for the environment. Held every year on the last Saturday of March, Earth Hour engages supporters in more than 190 countries and territories, all taking action to ensure a brighter future for people and the planet.
“We want people to feel good about the contribution without compromising, so we make the hour in the dark enjoyable for Pizza Hut fans," said Amy Cheng, associate creative director of Ogilvy Hong Kong.
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