Domino's may have led the pizza segment in same-store sales growth for its Q3 2010, but for the month of October, it was Pizza Hut's most recent spots, “We Decided to Make Even Bigger Changes,” that resonated most with customers.
According to advertising analytics company Ace Metrix, the Pizza Hut spot was the highest rated ad among the top three pizza chains (Pizza Hut, Dominos and Papa John’s) in October. It did significantly better than normal for pizza ads, with an Ace score of 637, a persuasion score of 675, and a watchability score of 639. The norm for the segment in these categories is 601, 649 and 619, respectively.
The Metrix scores write-in responses homed in on the ad’s price emphasis, as well as the simplification of its new pricing structure ($8, $10 and $12).
According to Kurt Kane, the company's VP of advertising, this messaging is exactly what the company tried to drive home.
"The Pizza Hut brand has been reinvigorated this year as we've unlocked the value equation with our customers and developed new branding that is clearly resonating," Kane said. "We took that a step further last month by directly addressing the confusing pricing approach that has plagued the pizza category for decades.”