Pizza Hut jumps on translucent ad train

Sept. 19, 2010

Pizza Hut and The Martin Agency have announced a new brand campaign that sets to capture the social and personable essences of contemporaries' ads. Though Domino’s "Oh Yes We Did" shone a self-reflective light on customer complaints about quality, and Papa John's "Papa’s in the House" campaign had founder John Schnatter personally delivering pizzas to people’s houses, Pizza Hut had previously gone out on no such limb into patrons' lives.

They’re now jumping on the bandwagon: "Your Favorites. Your Pizza Hut” launches this week with national advertising that celebrates the “special bond” that Pizza Hut has with its customers, according to a company statement.  The ads feature real employees from Pizza Hut restaurants across the United States sharing their passion for serving "more than just pizza."

"With our new brand campaign we really wanted to hone in on what sets Pizza Hut apart," said Kurt Kane, vice president of marketing at Pizza Hut.  "Pizza Hut customers know that they'll get great tasting pizza, pasta or wings from us.  But what keeps them loyal to the brand is a connection between our food and the special moments in their daily lives.  Whether it's family pizza night or a get together with friends; at Pizza Hut we believe every moment deserves to be a favorite moment."

To deliver that message, Pizza Hut and its advertising agency, The Martin Agency, turned to actual employees working at Pizza Hut restaurants throughout America.  The employees were chosen through video submissions highlighting their personalities and desire to share Pizza Hut's "Your Favorites" story.  Eight Pizza Hut employees were chosen from hundreds of entries.

They include mostly teen and early twenty-something cashiers and managers, whose lives’ details are shared in clips. One featured employee, for example, is Jonathan Kichamu, a 21-year-old former Texas Tech linebacker who is also a general regional manager. Briana Rico, customer service representative, is a 17-year-old aspiring actress.  

Pizza Hut will release exclusive video of the team members participating in the ad shoot, as well as behind-the-scenes videos and winning entries in the coming weeks.  Visit to interact with the brand or for more information visit

Topics: Domino's Pizza , Food & Beverage , Marketing / Branding / Promotion , Pizza Hut

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