Marketing Communication Report: Pizza Hut's 'Food Anonymous' Campaign

This report provides a comprehensive analysis of Pizza Hut's marketing communication campaign, focusing on the 'Food Anonymous' campaign launched in Singapore. It begins with a background brief on Pizza Hut, outlining its products, services, and target customers. The report assesses the campaign's objectives, which included increasing brand awareness, positioning Pizza Hut as a provider of simple and delicious food, and creating a positive brand image. The analysis covers the media used, including YouTube and TV commercials, and discusses the strengths and weaknesses of the campaign, such as its emotional connection with customers and its focus on simplicity. The report also provides recommendations for future campaigns and concludes with an overview of the campaign's overall impact on Pizza Hut's brand image and customer engagement. The assignment also mentions various aspects of the campaign such as customer satisfaction, competitive advantage, and the use of different media to reach the target audience. The report also highlights the importance of understanding customer perceptions and adapting marketing strategies to meet their needs effectively.

Running head: MARKETING COMMUNICATION
Marketing Communication
Name of the Student
Name of the University
Author note

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Table of Contents
Background Brief.......................................................................................................................2
Products and Services................................................................................................................2
Fulfillment of Needs of Customers............................................................................................2
Description of Customers Served by Pizza Hut.........................................................................3
Assessment of the Campaign.....................................................................................................3
Communication Objectives of the Campaign of Pizza Hut.......................................................5
Summarizing Media Used in Campaign by Pizza Hut...............................................................8
Discussion of Strengths and Weaknesses in the Campaign.....................................................10
Recommendations....................................................................................................................11
Conclusion................................................................................................................................13
References................................................................................................................................14

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Background Brief
The company that has been chosen for the advertisement critique is Pizza Hut
Singapore. Pizza Hut is one of the American restaurant chain and international franchise that
was founded in the year 1958 by Dan and Frank Carney. Pizza Hut has employed more than
16796 restaurants in the entire world and this is the wholly owned subsidiary company in an
effective manner.
Products and Services
The different kinds of products and services that are sold and offered by Pizza hut to
the different customers in the organization. The most popular product that is sold by Pizza
Hut includes pizzas, garlic breads along with various pastas. The pizzas that are sold by Pizza
Hut includes various pizzas that are of high quality and they are being served to the
individuals in sizeable portions efficiently. The customers who love rich taste of pizzas and
pastas, the Pizza Hut is the perfect food joint for those individuals.
Fulfillment of Needs of Customers
Pizza Hut tries to provide and offer the different customers with various kinds of
pizzas and try to satisfy their needs as there are different sizeable portions to the different
customers. Pizza Hut tries to meet the different expectations of the customers in the
organization by providing them with various excellent services such as providing them with
fast delivery along with introducing various food items and various ranges of pizza has
helped them in gaining more competitive advantage in comparison to the different other
competitors in the economy. Furthermore, it is essential in nature to study and analyze the
perceptions of the different customers in regards to the brand and try to get a proper insight
on the different aspects that is required to be improved in an appropriate manner.

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Description of Customers Served by Pizza Hut
There are different customers who are being served by Pizza Hut in an effective
manner in which it includes the premium customers in an effective manner. The customer
duties include taking orders from the different clients, answering the queries of the customers
in an effective manner and ringing and reaching out to the customers in an effective manner
as well.
Furthermore, it was seen and noticed that Pizza Hut tried to attract more customers in
an effective manner that will help in solving the different issues of the customers effectively.
The customers are satisfied by the services provided by the company and they prefer eating at
Pizza Hut in comparison to the other competitors in the market.
Assessment of the Campaign
The campaign was related to the pizza hut is aiming to take into the ‘foodie culture’.
Pizza Hut plays up foodie’s woe in the first brand campaign with the O&M. Pizza Hut has
worked with Ogilvy Singapore for the new brand platform called “Your Slice of Simple”.
The first platform looks to rekindle the different Singaporeans love for the food and this
helped Pizza Hut in celebrating the simple experience. The campaign is generally named as
“Food Anonymous” and this helps in depicting the confessions of the foodie-focused group
therapy session("Ogilvy Singapore's New Pizza Hut Campaign Celebrates Simple Pleasures
Of Foodie Complexity" 2018).
Furthermore, it has been seen and analyzed that the campaign calls out the pretentious
and recovering the different foodies as to seek proper and accurate support for tackling the
melancholy and anxiety in an efficient manner which will result from the food over
pretentiousness and complication. Based on the respective insight, this can be analyzed that
in the complex world, the ideas help in highlighting the different traits that helps in reflective

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of Singapore culture. This is the first and foremost campaign of Pizza Hut since appointing
Ogilvy Singapore earlier in the month of February in the year 2018 as this is creative agency.
The TVC, created in both Chinese along with English was launched in MediaCorp’s
channel 8 and channel 5 in a respective manner and this ran for more than five weeks.
Furthermore, it was noticed and seen that Francis Wee, the creative executive director,
Ogilvy Singapore commented- In order to create an emotional advertisement, this is essential
in nature to connect with the customers in an effective manner. Pizza Hut tried to adopt the
tongue-in-cheek approach which helps in depicting that Pizza Hut as the entire solution for
the solution to the different complicated kind of food fads.
Furthermore, by going against the grain of the different typical commercials related to
food, it can be analyzed that Pizza Hut tried to celebrate inherent and virtues greatness slice
of the pizza that will be loved by all the customers in the entire competitive market. In this
advertising campaign that has been done by Pizza Hut, it was noticed that the release of
Foodies Anonymous campaign, this campaign helps in highlighting the entire focus mainly
on delivering the requirements of the individuals effectively.
In the respective article, it was seen and noticed that brand platform of the pizza hut
has helped in analyzing and aiming to drive the local kind of resonance in Singapore while
also staying in line to provide the customers with the global brand positioning. The main aim
and motive of the campaign was to provide the Singaporeans with the simple yet delicious
kind of pizzas as this will make them happy and this will assist them in improving the brand
image of the company as well.
Lastly, the launch campaign calls out recovering and pretentious foodies, this
will help Pizza Hut in seeking proper support and tackle the melancholy and anxiety among
the individuals from the overcomplication along with pretentiousness of the food that is done

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by the other food joints in the entire market. The main motive of the campaign was to analyze
the different wishes of the customers in the market and try to connect with them in an
emotional manner. Pizza Hut tried to connect with the customers in the market by making
and preparing the kind of pizzas that are simple in nature and this will attract the customers as
a whole in the market (Tobey et al. 2017).
Communication Objectives of the Campaign of Pizza Hut
The main communication objective of the entire campaign done by Pizza Hut for the
different customers include the different kinds of awareness among the different individuals
in the market which is related to the projection of the image of the pizzas that are prepared by
them and which is simple in nature as well. Furthermore, Pizza Hut tried to position their
brand and the kinds of pizzas prepared by me in front of the different customers which will
make their presentation different in nature and looks more competitive in nature (Andrews,
Craig and Terence 2017).
The advertising communication objective is to communicate these kinds of
distinctions to the customers of Pizza Hut. This was done due to establishing the positioning
in the entire marketplace. For instance- In Pizza Hut, it was seen that Pizza Hut tried to
provide products that is provided to the different customers which are simple and not so
complicated in nature in comparison to the other products sold by the different companies in
the market. Furthermore, Pizza Hut tried to provide the imparting knowledge to the different
customers relating to the pizzas that is prepared by them effectively (Al-Dmour et al. 2016).
Furthermore, it was seen and managed that the projection of the image is essential in
nature that is required to be performed by them in an effective manner. The advertising
objectives is required to be closely linked with the different marketing objectives in an
effective manner. Additionally, the advertising campaign is undertaken by Pizza Hut in order

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to perform specific measurable tasks within the overall framework for marketing. There are
three different broad goals of the company which is necessary to be communicated to the
different customers in the competitive market in which the customers need to be informed
such as description of the product or the pizza by Pizza Hut is required to be done to inform
them about the simple kind of pizzas that are prepared by them (Mulderrig 2017).
The customers need to be persuaded effectively and this is one of the prominent
objectives of the company in the competitive market. The respective company Pizza Hut
needs to persuade their customers regarding the campaign effectively in which the goals will
be achieved by them in a comprehensive manner. The trail period is required to be followed
by Pizza Hut wherein this has been mentioned that Pizza Hut needs to make the target market
aware about the various products and motivate them to purchase the same effectively
(Luxton, Reid and Felix 2015).
Additionally, it has been noticed that the Pizza Hut needs to create proper brand
equity in the organization along with the different kinds of positive feelings among the
different customers in the entire market. Furthermore, it can be seen that the branding is
essential to be conducted by the Pizza Hut in order to create a positive type of association
with the different customers who are the target customers of Pizza Hut and this will help their
brand in becoming more popular in the market in comparison to the other competitors as well
(Purba, Merinda, andKholid 2017).
In general, it has been noticed that the advertising campaigns done by Pizza Hut are
simple in nature which is understood by the different customers in the market. Pizza Hut
mostly rely on the promotion done through visuals such as promotions by motivating the
customers to taste such food and get more competitive advantage in comparison to the other

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competitors in the market. It has tried to make the employees aware about the different
campaign equation and solve them effectively as well (Sanchezand Bonk 2016).
The main motive of the campaign is to understand and analyze the various positive
feelings to the customers in the market which will ascertain the different kinds of
communication processes effectively. The campaign tried to encourage all the Pizza Hut
branded products effectively which was adopted to reinforce in the minds of the millennials
that Pizza Hut is the premium fast food option provided and the brand image tried to
emphasize much more on the different digital components Pizza Hut that has been launched
recently and this increased the engagement among the different customers in the competitive
market as well.
The main motive of the campaign done by Pizza Hut as to provide the different
customers with simple and uncomplicated food, this has been analyzed that the company
needs to reinforce the brand-new image of the company in an effective manner which
prioritized different options efficiently and tried to change the different tastes and preferences
of the customers in the competitive market. Lastly, the main aim and motive of the
advertisement campaign was to highlight on the main focus of delivering what people have in
an effective manner.

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Figure 1: Advertising Campaign Calls Out Recovering and Pretentiousness Foodies
Summarizing Media Used in Campaign by Pizza Hut
There are different media techniques used by Pizza Hut in helping the company and
the customers to understand about the different kinds of importance of the media used by
them. YouTube is the main and primes media channel which is used by Pizza Hut as to make
the consumers aware of the different campaigns (Patti et al. 2016).
From the screenshot, this can be analyzed that there is different brand platform that
focuses on the local resonance while staying in the Singapore with the global brand

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positioning in an effective manner (Pearson, David, and Anji 2018). Pizza Hut has conducted
the entire campaign based on different assumptions required to be done by Pizza Hut in
providing their customers with simple yet delicious type of pizzas especially to the
millennials. The tone of the advertisement is upbeat in nature and this helps in reflecting the
excitement of the millennials who are health conscious and they prefer to have healthy food
and stay healthy (Koekemoer 2014).
In YouTube, it has been mentioned that Pizza Hut has tried to analyze that most of the
audiences try to spend more than four days in a month online and they have tried to post
different advertisements on the websites in an effective manner (Kotler 2015). The online
media starts with the targeted website YouTube which will help Pizza Hut in managing the
different campaign in an efficient and appropriate manner. There is range of advertisements
that appear on social media applications and websites. This has been noticed that more than
80 percentage of the millennials use the social networks for surfing the different
advertisements provided by the different brands and this helps them in managing the same
effectively (Al-Dmour et al. 2016).

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Figure 2: http://www.campaignbriefasia.com/2018/05/ogilvy-singapores-pizza-hut-
ca.html
From the above video, the campaign taken by Pizza Hut to provide to the different
customers has been shown and this has been analyzed that the brand platform which will help
the company in making the campaign more popular among the general public in the entire
economy (Blitstein, 2016). Furthermore, this has been analyzed that there are few strengths
along with weaknesses in the campaign that was conducted by Pizza Hut for generating the
awareness among the individuals in an effective manner (Keller 2016).
Discussion of Strengths and Weaknesses in the Campaign
There are different strengths in the campaign conducted by Pizza Hut that includes the
following:
 Pizza Hut tried to provide the different customers in the organization with the various
pizzas that are simple in nature and this campaign calls out recovering and
pretentiousness foodies as well (Ots and Gergely 2015)
 The campaign has helped Pizza Hut in tackling the anxiety of the individuals from
overcomplication of the food provided by them to the customers in the entire market
(Blakeman, 2018)
 The campaign tried to drive local resonance in Singapore while maintaining the global
presence in the entire economy and this has helped the company in maintaining the
same prestige in the competitive market (Kitchen, Philip and Inga 2015)
 The adoption of the tongue-in-cheek approach adopted by Pizza Hut in providing the
solution to the complicated food fads and this has attracted huge number of customers
in the economy in comparison to the other competitors as well (Heaman 2016).

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 Lastly, Pizza Hut tried to conduct the entire campaign in which they tried to make the
pizzas more delicious in nature in comparison to the other competitors and this
assisted them in making their presence more popular in nature (Dahl et al. 2015)
On the other hand, there are different weaknesses of the campaign that was organized by
Pizza Hut that includes the following:
 The media channel that was used by Pizza Hut was limited to YouTube and this was
not as effective in nature for attracting the audiences in the organization (Bruton et al.
2018)
 Furthermore, the campaign was not effective for the different other customers in the
entire competitive market in which it was seen that the core brand positioning was
attractive only for the ones who are health conscious in nature and this is not any kind
of excitement for the others who are foodie in nature
Recommendations
Therefore, it can be recommended that the Pizza Hut needs to use more advertising
media channels for making their campaign more popular in the near future. It is required that
Pizza Hut needs to provide more exposure to the different customers which will assist Pizza
Hut in making their advertisements more popular in nature in the future. Furthermore, Pizza
Hut’s belief of creating easy pizzas has to be reached to more public in the entire competitive
market in which they need to be spread to the other individuals in the market. Furthermore,
this is recommended that while focusing more on the exposure to inform the public about the
campaign, there were huge communication gaps while spreading the information to the
public in general.
The long-term strategy is required to be communicated to the entire market or the
audiences in such a manner wherein this will help them in managing the different issues in an