Pizza Hut Singapore shifts creative account from Ogilvy to BLKJ

Pizza Hut Singapore has appointed BLKJ, an independent creative agency, as agency of record to resonate with young adults while maintaining its strong heritage among families.

BLKJ will be managing all Pizza Hut's upcoming campaign launches. The agency will lead all marketing efforts in content creation, creative designs and art direction. BLKJ will be tasked to deliver innovative ideas and refresh the Pizza Hut brand in Singapore. The appointment was made following a three-way agency pitch.

According to a press statement, Pizza Hut was particularly drawn to BLKJ's good grasp of the category and the Pizza Hut brand. The decision to partner with BLKJ was made after a stringent evaluation process which involved key marketing and senior stakeholders. The appointment is said to be further enhanced with the launch of Pizza Hut's new brand campaign in March 2019.

With the addition of BLKJ, Pizza Hut will continue to rekindle the simple and delicious pizza experience, further emphasising an alternative to "foodie complexity". The partnership with BLKJ will elevate Pizza Hut brand among Millennials in Singapore and bring captivating ideas to life.

"We were bowled over by the boldness of the agency's ideas, and its appreciation for the brand challenges and spot-on solutions to win the hearts of the Millennials. Most of all, it was a meeting of minds and we believe this is fundamental to any successful partnership," said Joyce Tan, senior director, marketing and food innovation, Pizza Hut Singapore. "We launched 'Your Slice of Simple' campaign last year and believe that BLKJ is a strong partner to help reinforce and cement this positioning for our brand."

“We are very excited to be working with Pizza Hut. Firstly it's a great brand with the potential for creating ground-breaking work. Pizza Hut's positioning of 'Your Slice of Simple' is a great place to start from. Secondly, from the word go the chemistry between the two parties was great. Both of us want to make Pizza Hut more successful than it's ever been before," said Rowena Bhagchadani, CEO and co-founder, BLKJ.