Pizza Hut's Insider ad becomes outsider after one week

 
May 30, 2002

NEW YORK -- A Pizza Hut TV commercial plugging its Insider pizza has been pulled from the airwaves just one week after its launch.

According to Adweek, the work, titled "Where'd the cheese go?" was launched May 13 but replaced on May 20 by an ad produced by BBDO, Pizza Hut's long-time agency.

The 30-second piece, which was produced by ad firm Wieden + Kennedy, was that agency's first piece for the pizza company.

Adweek reported that representatives at both ad firms declined to comment on the switch. However, Adweek sources said Pizza Hut measures its sales daily, and sales were down the week the first spot aired.

In the Wieden ad, people search for cheese: a man opens a sandwich, another sucks the empty can of a cheese product, and a girl in a school lunch line eyes a macaroni dish and asks, "Where's the cheese at?"

In the background a song plays with the chorus, "Where'd the cheese go?" followed by the refrain, "Inside, inside." Close-ups of the pizza show its cheese-filled double crust.

BBDO's ad uses the same product shots but leaves out the song and the people. A male voiceover emphasizes the "revolutionary" variety and amount of cheese in the Insider.


Topics: Marketing


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