An advertising plansbook made for Pizza Hut in my Advertising Campaigns course at the University of North Florida.

2. “Bigger. Better. Bolder.”
Randy Smith
Campaign Manager
Andreas Parker
Account Executive
Thomas Kasper
Media / Budget Director
Sara Meyer
Research Director
Jeremiah Kumph
Research Developer
Deniz Gul
Research Developer
Joel Klopfenstein
Copywrite Developer
Phil Gordon
Communications Developer
William Mueller
Creative Co-Director
Tanner Garbutt
Creative Layout Director
Michael Glass
Creative Co-Director
Pizza Hut®
Pizza
Delicious
Maria Gomez
Research Assistant
Kelsey Lyons
Copywrite Developer
Hill Crawford
Creative Developer
Table of
Contents
3. Research
Executive Summary
Industry Analysis
Company Analysis
Competition
SWOT Analysis
Problem & Opportunity Research
Creative Brief
Primary Research
Personas
13. Strategy
Marketing Objective & Strategy
Campaign Budget
Four P’s of Marketing
16. Execution
Creative Execution
Media Mix
Social Media Buzz
Rewards Program
26. evaluation
27. references
Meet
the team

3. Agency
Information
Mission Statement
“To closely work with our clients to identify
their needs and provide solutions that
are innovative, powerful, responsible and
exceed expectations.”
Agency Philosophy
We are a full-service agency that handles
all aspects of marketing, advertising,
public relations and digital development.
We specialize in graphic design, video
production, media purchasing, Internet
marketing and tracking results. We use
structured plans to provide the most
creative and effective results for our
clients. Our plans are based on advertising
and marketing goals, research, target
analysis, branding, competition evaluation,
budgeting, content development, consumer
engagement, and monitoring results. From
there, we construct the framework for a
plan to provide solutions that are innovative
and powerful.
Solving the mobile dilemma
Since its beginning in 1958, Pizza Hut aimed to be the national leader in pizza sales.
However, with the rise of the digital age, Pizza Hut sales fell short. Pizza Hut remains
the market leader at 16.7%, but there is still opportunity to rise in the online arena.
Bold Impressions wants to establish Pizza Hut’s products and online ordering
experience to be superior to it’s competition by implementing incentives, and
increasing brand awareness. After adding incentives and emphasizing brand
awareness, Bold Impressions’ goal is to meet the 75% digital ordering target. We plan
to achieve this goal by offering customers the best digital ordering experience.
Bold Impressions conducted 34 one-on-one interviews and received 178 survey
responses. We found that customers’ three most important considerations between
ordering by phone or online are: ease, the amount of pop-ups and speed. We think that
improving Pizza Hut’s digital services will close the gap between Pizza Hut and people
between 18-34. Our media mix will build brand awareness by promoting the product
through online banner ads, digital billboards, sponsored Instagram posts, Snapchat
stories, Facebook ads, Pandora ads, direct mail, and television commercials.
Executive
Summary
3

4. Industry
AnalysisMarket Share
Pizza Hut holds the largest Market Share, at 16.7%,
even though Pizza Hut saw its toehold in the segment
slip by more than 1 point in the past year alone.
Market Leaders
• Pizza Hut
• Dominos
• Papa John’s
• Little Caesars
Market Trends
68% Order Carryout once a month
45% Dine in once a month
For your health
There has been a health-conscious movement in the
pizza industry. In response to the increased interest in
healthy dining, most pizza chains made strides to offer
healthier options such as salads, vegetarian pizzas and
gluten-free pizzas, among other items.
industry
Statistics
• Over 5 billion pizzas sold in the
US in 2013
• Pizza accounted for 7.5% of
restaurant sales in 2014
• 14 pizza chains ranked among
the top 200 largest US restaurant
chains in 2014
• Combined sales were $17.68B
• US pizza market valued at $46B in
2014
• Pizza Hut accounted for 14.79% of all
US pizza sales in 2014
• Pizza Hut generated $5.7B in sales in
2014
4

5. Company
AnalysisSales
According to the industry research firm Technomic, Pizza Hut
sales increased by 4.2% to about $5.7 billion.
Market Share
According to Technomic, Pizza Hut was the category leader in
2012 and had a market share between 16.7% and 17.1%.
Advertising Expenditures
Pizza Hut spent about $239 million on advertising in the US
in 2012. This was an 8.6% increase in advertising spending
compared to 2011.
Marketing Strategy
In response to research, Pizza Hut is currently trying to create
more gourmet flavor options with higher quality products. This
notion was confirmed by Pizza Hut CMO Carrie Walsh.
Previous Campaigns
Pizza Hut’s current campaign is “The Flavor of Now.” The
campaign showcases new crust flavors, ingredients and aims
to target an audience that wants more than common pizza
varieties.
Company History
In 1958, brothers Dan and Frank Carney founded Pizza Hut in
Wichita, Kansas. It was the first national pizza brand to offer online
ordering and has expanded to over 13,000 stores in over 85
countries.
Mission Statement
“Pizza Hut’s mission statement is to take pride in making the
perfect pizza, provide courteous and helpful service at all times
and strive to have every customer say that they plan to be back.”
Vision
“Reach the top of the peak to provide best service and taste.”
Rebranding Strategy
In November 2014, Pizza embraced its new campaign with the
Flavor of Now! By changing the logo, employee uniforms, the pizza
box and the digital online platforms, the Yum brand has created
a chic, new identity. In addition, Pizza Hut improved its menu
options by adding five premium ingredients, four flavorful drizzles,
skinny-slice pizzas, eleven specialty recipes and six new sauces.
(Terfeher, D. et. al.)
5

6. who are the other big players?
There are tons of players in the game, but we’ve gathered
the top three contenders that are currently tailing Pizza
Hut in the industry.
domino’s
Market Share: 9.86%
Ad spending: $197.2 Million
Orders online: 25%
specialty: sells more than just pizza
Little Caesars
Market Share: 7.85%
Ad spending: $35 Million
Orders online: Less than 1%
Specialty: Pick-up only, value
Papa John’s
Market Share: 6.45%
Ad spending: $119 Million
Orders online: 50%
Specialty: Quality ingredients, Rewards
The
Competition
6

7. SWOT
AnalysisStrengths
• Leader in market share
• Well established in the public
eye as a national pizza chain
• High spending power and
thousands of stores
internationally
• New ingredients, sauces,
drizzles, and crust flavors
Weaknesses
• Still uses frozen crusts
• Undesirable dine-in locations
• Needs more digital sales
• Multiple rebrandings within the
past 20 years
• Higher prices than most
competitors
opportunities
• Potential to create a mobile
app that will engage millennials
• Opportunity to use mediums
that competitors tend not to
use
• Offer more incentives for
mobile app users
• Various payment options
threats
• Competitors are offering
better valued menu items
• Papa John’s rewards
program incentivices
customers to remain loyal
• Competitors use fresher
ingredients
• Increased cost of fresh
ingredients
7

8. Problem & Opportunity
Research
The first problem is Pizza Hut’s brand recognition. Consumers are generally unaware
of Pizza Hut’s brand image or tagline. One of our interviewees even asked, “Where
is the black pizza box from?” This brand recognition problem that Pizza Hut has is
an opportunity to either reinvent or reestablish Pizza Hut’s image.
The weak brand perception became very apparent when we asked interviewees to
participate in a word association game. When we said, “Little Caesars,” they replied,
“$5 pizza,” or the brand’s tagline: “Pizza, Pizza.” When we said, “Papa Johns,” they
replied, “The Papa Johns Guy.” This man is the face of the brand and is included
in many of its commercials. Domino’s was known for revamping its pizza recipe.
However, nobody ever mentioned or commented that they knew Pizza Hut’s new
tagline, “The flavor of now.”
Establishing and reinforcing brand recognition through a tagline or image is an
important opportunity that needs to be addressed in Pizza Hut’s advertising campaign.
Problems are Simply Opportunities in Disguise
What We Asked
“What would motivate you to order
pizza online or through a mobile
app?” These are some of the
responses that we received.
What They SAID
“A rewards program, that would be
cool.”
“If they offered better deals online.”
“I use my phone every two minutes, I
would do it if they offered incentives.”
“Probably better deals on the food, a
rewards system.”
What We Learned
People respond to incentives. If there
is a chance to save money, they’re
more likely to download an app and
keep it. Give them incentives.
8

9. Creative
briefPizza Hut sits at the top of the pizza delivery market by
offering a large variety of flavorful craft pizza selections.
Bold Impressions will expand upon that successful trend
by creating a campaign targeting millennials to place their
orders online.
Bold Impressions has developed a campaign that attracts
the target audience by focusing on social media outlets
were millennials spend the majority of their time. We
want millennials motivated to order online because it is a
convenient, fun and cost effective way to order an amazing
product.
Our creative portion presents a mix of users and celebrities
ordering Pizza Hut online while highlighting the perks
of the online ordering experience. This multi-platform
approach presents an affordable solution to reach a
significant portion of the target audience.
9

10. Interviews
“Consistency,
wide variety,
and quality.”
-Tyler, 21
“having a party.
Family Gatherings.
Sporting Events.”
-Frances, 20
“I eat pizza at least
twice a week.”
-Sam, 20
“I ordered a pizza
for finals week
and when I didn’t
feel like cooking.”
-Suzanne, 18
“Who doesn’t
love pizza?”
-Joseph, 19
We asked people at a state university
campus when they order pizza
and what they’re looking for when
ordering. Below are some of the most
common answers to these questions.
10

11. 43%
survey
About the survey
We conducted a survey on popular internet
site and discussion forum, Reddit. This outlet
was chosen as it is a popular online resource
for news, entertainment and pop culture
among millennials.
Over 170 participants took the survey. 99% of
participants fell between the ages of 18-34,
our target demographic for this campaign.
Overall, we found that Dominos had the
upper hand on Pizza Hut as far as consumer
preference was concerned. Furthermore,
people are concerned most about an effortless
ordering experience.
What we Found
83%
spend at least
one hour on the
phone daily
98%
Made online
purchases
Banner ads
are the most
noticed ad types
online
63%
purchase pizza
at least once a
month
13%
more people
prefer dominos to
pizza hut
67%
order pizza for
convenience
65%
unaware of the
pizza hut app
44%
Order over the
phone or
face-to-face
67%
want an efficient,
easy-to-use app
57%
11

12. kim The Stay-At-Home Mom
Age: 33 years old
Occupation: Stay-at-home Mom
Household Income: $80,000
Interests:
• Caring for her three kids
• Facebook
• Online shopping
• Convenient meals
• Taylor Swift Pandora station
• Avid Couponer
Favorite Flavor of Now:
Garden Party™
Steven the Busy Banker
Age: 24 years old
Occupation: Financial Planner
Annual Income: $65,000
Interests:
• Going to the gym
• Watching the stock market
• Netflix
• Hulu
• ESPN Sports
• Kanye West Pandora station
Favorite Flavor of Now:
Double Bacon Cheeseburger™
Seth the gamer
Age: 19 years old
Occupation: Student and Server
Income: $13,000
Interests:
• Video games
• Xbox One
• Snapchat
• Instagram
• Netflix
• Game Informer Magazine
Favorite Flavor of Now:
Sweet Sriracha Dynamite™
Customer
Personas
12

13. marketing&Objective
StrategyMarketing Strategy
According to our online survey
98% of the 169 participants have
purchased an item online, but only
56% of those participants use online
or mobile methods to order pizza.
Online orders must represent a two
billion dollar a year opportunity for
Pizza Hut. Within the 43 percent of
Pizza Hut orders that are currently
done digitally, roughly 20 percent
are conducted on a desktop or
laptop. This number has been pretty
consistent. The remaining portion,
conducted via an app on a mobile
or tablet, is growing fast. Pizza Hut’s
recent growth strategy has focused
on boradening the points of entries
for digital orders.
Taking It to the Streets
We wanted to uncover what may
motivate someone to order online
instead of calling by phone. To
understand why the customers
wanted deals and incentives, we
asked:
“What would motivate you to
order pizza online or through
a mobile app?”
“I use my phone every two
minutes. I would do it if they offered
incentives.” – Sam, 25
“If they offered better deals online.”
– Suzanne, 24
“Probably better deals on the food
and a rewards system.” – Tyler, 21
“If it was simple, easy and quick.” –
Alexis, 19
Marketing Objective
The campaign will address the
following three overall objectives:
Position Pizza Hut as the top
choice for customers who order
pizza digitally.
Provide the greatest digital
ordering experience in the
category.
Reach the target of 75 % of all
orders done online/mobile by the
end of 2015.
13

14. campaign
budget
Outsourcing $3.6M
Broadcast TV $6.5M
Streamed TV $12M
Internet Radio $8.4M
Outdoor $3.6M
Print & Direct Mail $1.2M
Facebook $18M
Instagram $1.2M
Snapchat $0.6M
Vine $1.2M
Twitter $5.4M
News Sites $14.4M
Youtube $20.4M
Vimeo $2.4M
The Chive $4.8M
Mobile $14.4M
XBOX $2.4M
Total: $120 MILlion
Social Media
Social media is one of the main focuses of our campaign. We’ve
designated a hefty portion of the budget towards mediums such as
Facebook, Instagram, Vine, Twitter, Snapchat and other platforms.
The perks of using social media as a marketing vehicle is the ability
to share content instantaneously to a large audience.
Television
Television is a great way to engrain the brand’s ideas and concepts
into the minds of consumers through repetition. Streaming services
such as Hulu and Sling TV are growing increasingly popular among
millennials. Furthermore, broadcast television will give Pizza
Hut a chance to reach it’s secondary audience - those in other
generations.
Internet Radio
Services like Spotify, Radio, Pandora and others are very popular
among millennials. These services offer both free music streaming
by requiring users to listen to short advertisements between tracks.
News Sites
Millennials are surprisingly up-to-date with world news. Sites such
as BuzzFeed, UpWorthy, New York Times, Yahoo! News and
Huffington Post are popular among millennials.
14

15. Four p’s of
marketing
Promotion
The campaign’s promotion
efforts focus on where
millennials are and what they
want.
By implementing a rewards
system into the online ordering
process, millennials will
discover The Flavor of Now
with an interactive, fun and
rewarding experience.
Place
The brand will alter its image to
take focus away from physical
dine-in locations and draw more
attention to the online ordering
process. Carryout and express
locations will be the focus of this
campaign.
Price
The brand will retain current
pricing strategies to remain
competitive and keep The
Flavor of Now affordable to
millennials. However, once the
rewards system is in place,
there will be discounted prices
offered to loyal customers.
Product
In November 2014, the brand
introduced 10 new pizza crusts,
six new sauces, four new
drizzles, five new premium
toppings and 11 specialty
recipes to emphasize The
Flavor of Now. Our campaign
will not change any part of Pizza
Hut’s current product lineup.
15

16. creative
executionWe want to raise brand awareness and declare who Pizza Hut
really is as a brand. A family-friendly pizza chain, with high
quality ingredients, new and interesting flavor combinations and
a quick yet consistent ordering experience.
The advertising will focus on the tagline Flavor of Now™ and
will display the new mobile app. The ordering system must be
effiecient and fun. However, most of all, the food needs to be of
great quality upon arrival in order to complete the whole Pizza
Hut experience.
Bold Impressions will create a rewards program for Pizza Hut
called Dough Saver® Rewards App. This program will focus on
benfiting loyal consumers with discounts, ease of ordering and
a free item after a set number of purchases.
Pizza Hut will be connecting with many social media outlets
like Snapchat, Instagram and Facebook to promote their new
mobile app. Consumers will be able to personally interact
with each of these outlets to share their experiences and give
valuable feedback to Pizza Hut.
Moving the ordering process from over the phone to through
the app is beneficial to both the consumer and company. This
positive change will be stress-free for the consumer, and more
cost-efficient for the company; a win-win.
16

17. media
mixFacebookNewsfeed Ads
InstagramCelebrity Endorsement
PandoraIntermission Ad
17

18. Outdoor
Our campaign will include
outdoor ads, as they have
recently started to gain more
popularity among millennials.
Our advertisements will
be placed on billboards
near interstates where high
concentrations of millennials
commute to and from work.
Furthermore, these ads will
be placed on digital billboards
and the ads will run between
3PM to 9PM on weekdays. This
schedule is ideal for targeting
people who would rather order
pizza than have to cook dinner
when they get home.
18

19. Other
MediumsWe will also be focusing on other mediums such as
Vine and YouTube for more informal advertisements.
These services are extremely popular due to their
entertainment value and virality.
These services are very cheap and simple to produce
for and offer Pizza Hut publicity and engagement at
a very modest value. By creating original content and
dubbing classic content, Pizza Hut has the potential
to use humor and trigger previous mental maps in the
minds of millenials.
Vine is a video app that loops 7 second clips over and
over again until you scroll to the next clip. The primary
content is humor related, and when a vine goes viral
many people reenact them and share with friends.
YouTube is a very popular video website that billions
of people use to search for various kinds of videos
daily. Using this medium will help Pizza Hut reach its
target demographic.
19

20. Radio
SpotOur radio campaign will
play during intermissions on
online radio services such
as Pandora, Spotify and
other similar applications.
The radio ads will focus on
the transition from calling
in a pizza order to ordering
from the Pizza Hut app.
The first part of the spot
will include a voice call to
a pizza delivery restaurant
where the employee gets
the order consistently wrong
and the customer hangs
up. Then, the mobile app
is promoted under the
pretense of being simple to
use and error-free.
Phone rings. Employee picks up the phone.
EMPLOYEE: Thank you for calling Papa
Caesar’s Pizza, how can we help you today?
WOMAN: Hi, I’d like to place an order for a
pizza.
EMPLOYEE: I’m sorry... Ma’am, what did you
say?
WOMAN: I’d like to place an order for a pizza.
EMPLOYEE: Oh, okay, what would you like on
your pizza?
WOMAN: Black olives, mushrooms, sausage
and onions.
EMPLOYEE: Okay, so sausage and what else?
WOMAN: I said, black olives, mushrooms,
sausage and onions.
EMPLOYEE: I apologize, could you repeat that to
me one more time, ma’am?
WOMAN: Black oli- you know what? Never mind.
Woman hangs up the phone.
NARRATOR: Tired of calling in? Pizza Hut’s
new Dough Saver app helps you save time and
money - plus the headache of ordering over the
phone. What would you do with your dough?
Pizza Hut, The Flavor of Now.
20

21. Video
SpotWe’ve come up with a video
campaign that incorporates
Pizza Hut into movie clips
that are popular among
millennials. These video
spots, which will be used
as both commercials and
video media ads, promote
the Pizza Hut app as well
as their current tagline, “The
Flavor of Now.”
In this clip, we take the
iconic “meow” scene from
Broken Lizard’s Super
Troopers and replace the
dilaogue to showcase Pizza
Hut’s mobile app.
This clip instills a sense
of nostalgia and brings
forth elements of humor
to appeal to millennials.
Incorporating the slogan into
famous scenes is a fun and
engaging approach to telling
the audience about “The
Flavor of Now.”
SCENE: “Meow” Scene from
Super Troopers
Officer Foster walks over to
car with mid-20’s male and
female.
FOSTER: What do you two
think you’re doing right meow?
GUY: We were just ordering
a pizza with Pizza Hut’s new
Dough Saver app.
FOSTER: Oh, you’re ordering
a pizza on your phone right
meow, huh?
GUY: Yeah - are you saying
“meow?”
FOSTER: Do I look like a
cat to you, boy? Am I jumpin’
around all nimbly bimbly from
tree to tree?
GUY: I... No sir.
GIRL: Officer, our pizza’s on
its way right meow. Is there
anything we can help you
with?
FOSTER: Right meow, eh?
GUY: Yes, right meow.
FOSTER: Alright... Well, you
two have a good day meow.
Stop talkin’ like cats.
Couple looks at one another
puzzled.
NARRATOR: Dealing with
people gets old. Skip the trip,
order from the new Pizza Hut
app today and save your time
and money. What would you
do with your dough?
Pizza Hut, The Flavor of Meow
- The Flavor of Now.
21

22. promotional
eventPromoting the Pizza
Pizza Hut will have representatives and
promoters visit college campus events to pass
out miniature pizza boxes. Each pizza box will
have small squares of pizza from Pizza Hut’s
new flavor lineup.
Furthermore, each box contains an event
specific code which the customer can enter in
the mobile app which will give them a discount
on their next online order. The 3D piece is also
a fun and memorable piece of direct marketing
for the customer to talk about and show to
friends.
This type of marketing will give millennials a
hands-on experience with the product and
also provide incentive to start making online
orders.
22

23. 3d Hand-out boxes
23

24. socialmedia
buzzSnapchatCurrently, Snapchat is one of
the most popular social media
platforms among millennials, but
has been known to be somewhat
of an advertising enigma. Until
now.
Our campaign gives millennials a
chance to engage with our brand
through Snapchat by recording
10-second answers to the
question, “What would you do with
your dough?” Terminals will be set
up throughout the nation with high
millennial populations.
The Snapchat is then added to a
story that can be viewed by any
person with Snapchat.
Snapchat stats
1%
of marketers use
snapchat
32.9%
of millenniials use
snapchat
77%
of college students
use snapchat
stories
are the most
popular snapchat
feature
24

25. Rewards
programDough Saver ProgramThe Pizza Hut Dough Saver Program works by earning
points by ordering with the Pizza Hut mobile app.
Points are accumulated in a price-based model; one
dollar earns one point. Once a customer reaches a set
number of points, they are rewarded with a free pizza of
any size and variety.
Other ways to earn points
Downloading the app for the first time grants a customer
50% off of their first mobile purchase. Furthermore,
referring a friend to the mobile app gives both parties
free points towards rewards. The app will also include
a game where adults and children can play as a pizza
delivery driver and earn points as they play.
Who benefits
Everyone. Each user will be required to sign up for
a Pizza Hut Dough Saver account. This account will
provide Pizza Hut with valuable information such as
the customer’s name, age, location, gender and other
demographics. Moreover, Dough Saver accounts will be
accessible from both mobile and desktop platforms to
offer a seamless experience for the customer.
25

26. EvaluationIn order to determine the effectiveness of our campaign objectives
we conducted copy testing. We interviewed 30 students on the UNF
campus to determine their attitudes towards Pizza and online/mobile
app ordering experience. We found most students preferred to call or
go in the store to order their pizza.
We want to position Pizza Hut as the top choice for customers who
order pizza digitally. To track our progress we will conduct more
interviews in the second and third quarter in order to compare
the consumer attitude about the brand and their online ordering
experience.
We also want to reach the target of 75% of all orders done online/
mobile. In order to track our online sales, we will be using Google
Analytics. This platform gives us access to monthly reports including
website marketing efforts, website traffic, top rankings and traffic
sources.
We want to provide to the greatest digital ordering experience in
the pizza market. Google Analytics allows us to track the number
of unique visitors to each page, the average time spent on a page
and the exit percentage for the page. This will help us see how the
consumer navigates through the website and what features they like
or dislike.
26

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