Pizza Hut SG names agency partner for social content creation and PR

Pizza Hut Singapore has appointed global marketing agency, TEAM LEWIS, as its agency partner for public relations as well as social media content creation and management, following a pitch. The agency is responsible for providing consultancy and handling media relations, as well as content creation for social media while maintaining a prominent and consistent identity across communication channels.

Jayss Rajoo, director of marketing and food innovation at Pizza Hut Singapore, said, “As the largest pizza chain in Singapore, we remain dedicated to continuously reinventing ourselves to stay relevant to our ever-changing customers’ needs. TEAM LEWIS won by a mile – having demonstrated a strategic understanding of the nuances of the Pizza Hut brand, our customers, and the Singapore market.”

She added that the team delivered creative strategies that embody the brand’s needs holistically, and Pizza Hut looks forward to working with TEAM LEWIS to weave its brand identity into narratives that will boost its position as a thought leader in the F&B industry.

Pamela Tor Das, Managing Director, TEAM LEWIS Singapore said, “The Food and Beverage (F&B) industry is constantly changing in the face of ever-increasing food options. We are thrilled to partner with Pizza Hut Singapore and look forward to further cementing its position as Singapore’s favourite pizza QSR (Quick Service Restaurant) brand through creative campaigns and storytelling.”

While Pizza Hut Singapore has been rather safe with its campaign executions in Singapore, across the region the brand has created some very notable campaigns with MARKETING-INTERACTIVE picked up on.

For example in Hong Kong, it caused a heated discussion over a mysterious greasy man's face on a pizza box lid. It was later revealed to be the identity of its brand ambassador as celebrity Neo Yau.

In a conversation with MARKETING-INTERACTIVE, a PR representative of Pizza Hut explained that "the Pizzatainer” has been an important brand asset for Pizza Hut Hong Kong, as a lead character who is central to every communication and delivers fun pizza moments to the Hong Kong audience.

The spokesperson said that the brand wanted to introduce a more relatable and magnetic personality, someone who has the comedic and witty attributes to amplify every voice and act of the Pizza Hut brand to further engage with younger audience. They aimed to partner with a person who can outshine the excitement of the Pizzatainer.

Meanwhile in 2021, Pizza Hut Malaysia also took an interesting ASMR route to introduce its new light handcrafted pizza. Playing on the unique selling points of its "airy" and "light" crust, Pizza Hut created a spot inspired by an inflight safety video featuring influencer Jenn Chia, also known as So, I'm Jenn. Chia assumes the role of a flight attendant welcoming passengers on board flight PH2525. She requests for passengers to pay attention to the ASMR video, also known as "A Sedap Marvellous Really" epic video, as they are taken through the delicious features of the new light handcrafted pizza. 

"As a reminder, this is a smoking hot flight, so sit back, relax and immerse yourself in the upgraded, first-crust experience," Chia said. Throughout the video, familiar terms from a typical safety video are used. The new pizza is touted to have soft airy pockets in its crust. To activate the pockets, Chia advises consumers to apply pressure to the crust and release it. 

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