ABOUT ME
STRAT CASE STUDY 01: NO ONE OUT PIZZAS THE HUT
HOW CAN WE MAKE PIZZA HUT GREAT AGAIN?
HOW CAN WE MAKE PIZZA HUT GREAT AGAIN?
PROJECT DETAILS:
CLIENT: PIZZA HUT
AGENCY: DSTNCT
SCOPE: INTEGRATED CAMPAIGNS (CONCEPT)
CLIENT: PIZZA HUT
AGENCY: DSTNCT
SCOPE: INTEGRATED CAMPAIGNS (CONCEPT)
ABOUT:Founded in 1981, Pizza Hut is Singapore’s largest pizza chain, and familiar favourite that many have grown up with. Fast forward to the present day, Pizza Hut was looking to refresh its image with a bold new positioning: The Unofficial Pizza of Pop Culture. To bring this to life, the brand was seeking a creative agency partner to conceptualise a brand buzz campaign, along with key tentpole campaigns for Chinese New Year, Christmas, and their iconic Cheesy 7.
THE CHALLENGE:As Singapore’s most established pizza chain, Pizza Hut faced an identity crisis. While nostalgic for older audiences, it struggled to connect with the younger, trend-savvy crowd, losing relevance in a crowded market. Its current marketing efforts were still centered around promotion-led content on tradional media types.
THE CHALLENGE:As Singapore’s most established pizza chain, Pizza Hut faced an identity crisis. While nostalgic for older audiences, it struggled to connect with the younger, trend-savvy crowd, losing relevance in a crowded market. Its current marketing efforts were still centered around promotion-led content on tradional media types.
MY ROLE:
Creative Strategy / Conceptualisation / Copywriting
My involvement spanned creative strategy, campaign ideation and copywriting across Pizza Hut's various campaigns. Beyond developing insights and turning them into creative ideas, I also led the junior strategists in shaping campaign directions, refining concepts and ensuring the work stayed true to the brand's overall positioning.
My involvement spanned creative strategy, campaign ideation and copywriting across Pizza Hut's various campaigns. Beyond developing insights and turning them into creative ideas, I also led the junior strategists in shaping campaign directions, refining concepts and ensuring the work stayed true to the brand's overall positioning.
PIZZA HUT WASN'T SHORT ON RECOGNITION. IT WAS SHORT ON RELEVANCE.
Everyone knows Pizza Hut. But knowing a brand and wanting to engage with it are two very different things. While the brand had built decades of familiarity, its communications had become largely functional, relying on promotions and limited-time offers rather than giving audiences something worth talking about.
So rather than simply making Pizza Hut look younger, we saw an opportunity to change its role in culture. From a brand that sells pizzas to a brand that creates moments people want to be part of.
PUTTING THE PIZZAZZS BACK IN PIZZAHUT
As a global brand, Pizza Hut is anything but boring. In fact, looking at its American arm, you could say that Pizza Hut is the de facto Unofficial Pizza of Pop Culture. However, in the Singapore market, that same tongue-in-cheek, youthful, and vibrant brand personality feels watered down, reduced to a functional role of simply selling pizzas, often relying on limited-time offers and deals to drive interest.
So how can we inject that pizzazzs (pun intended) back into Pizza Hut Singapore? A complete rehaul of the brand personality focused around 5 pillars:
CAMPAIGN STRATEGY: BRAND CAMPAIGNCUT THE CRUST!
Cut The Crust! sees Pizza Hut diving headfirst into one of the world’s most divisive debates: crust or no crust? As the original trailblazer in crust innovation, Pizza Hut is now asking the hard question, after years of crust R&D, is it finally time to ditch the crust for good?
Rationale:
To truly lean into pop culture and play, there’s no better way to kick things off than with an epic April Fools’ prank. The idea of “no crusts” taps into an evergreen pizza debate: Team Crust vs. No Crust. Reddit threads and social media filled with memes and photos of abandoned crusts proof that this debate is very much alive and divisive.
The Gap:
Pizza Hut’s legacy had gone cold. The brand needed a way back into the chat.
The Fill:
We reignited relevance with a sharp, culturally tuned April Fools’
stunt that turned a crust war into brand play.
Cut The Crust! sees Pizza Hut diving headfirst into one of the world’s most divisive debates: crust or no crust? As the original trailblazer in crust innovation, Pizza Hut is now asking the hard question, after years of crust R&D, is it finally time to ditch the crust for good?
Rationale:
To truly lean into pop culture and play, there’s no better way to kick things off than with an epic April Fools’ prank. The idea of “no crusts” taps into an evergreen pizza debate: Team Crust vs. No Crust. Reddit threads and social media filled with memes and photos of abandoned crusts proof that this debate is very much alive and divisive.
The Gap:
Pizza Hut’s legacy had gone cold. The brand needed a way back into the chat.
The Fill:
We reignited relevance with a sharp, culturally tuned April Fools’
stunt that turned a crust war into brand play.
CAMPAIGN STRATEGY: NATIONAL DAY CAMPAIGNPIZZA HUT’S FIRST NDP
(NATIONAL DAY PIZZA)
A first of its kind in Singapore, Pizza Hut wants to rally the nation to help create our very first National Pizza. But what exactly defines a national pizza? Much like choosing a national dish, everyone has their own take. Building on the that divisive nature, we introduce the National Pizza Builder: a platform that lets Singaporeans craft their ultimate national pizza.
Rationale:
Riding on the spike in google searches for “pizza” during NDP season, it feels almost natural for Pizza Hut to seize this opportunity. The National Pizza Builder isn’t just a fun way for Singaporeans to express their personal tastes, it’s also a clever way for us to gather valuable insights on the toppings and ingredients people truly want. The data and sentiments collected can then inform future LTOs, helping us serve up flavours the nation actually craves.
The Gap:
Despite a yearly spike in “pizza” Google searches, Pizza Hut barely had a slice of the action. Apart from a NDP LTO flavour, the brand stayed silent.
The Fill:
We tapped into seasonal search trends, turned pride into participation,
and gave Pizza Hut a data pipeline for future flavours.
(NATIONAL DAY PIZZA)
A first of its kind in Singapore, Pizza Hut wants to rally the nation to help create our very first National Pizza. But what exactly defines a national pizza? Much like choosing a national dish, everyone has their own take. Building on the that divisive nature, we introduce the National Pizza Builder: a platform that lets Singaporeans craft their ultimate national pizza.
Rationale:
Riding on the spike in google searches for “pizza” during NDP season, it feels almost natural for Pizza Hut to seize this opportunity. The National Pizza Builder isn’t just a fun way for Singaporeans to express their personal tastes, it’s also a clever way for us to gather valuable insights on the toppings and ingredients people truly want. The data and sentiments collected can then inform future LTOs, helping us serve up flavours the nation actually craves.
The Gap:
Despite a yearly spike in “pizza” Google searches, Pizza Hut barely had a slice of the action. Apart from a NDP LTO flavour, the brand stayed silent.
The Fill:
We tapped into seasonal search trends, turned pride into participation,
and gave Pizza Hut a data pipeline for future flavours.
CAMPAIGN STRATEGY: CHEESY 7 CAMPAIGNIT AIN’T EASY
BEING CHEESY
PHASE 1: INTRODUCING PIZZA HUT’S NEW CEO
While most places stop at four cheeses, Pizza Hut dared to go all the way with seven, and that was practically unheard of. But what if cheesiness isn’t just about ingredients? What if we tapped on being cheesy as an art form? The puns, the dad jokes, the eye-roll-worthy humour... being entertainingly cheesy takes real skill. That’s why it’s time we appointed a new CEO: Cheese Executive Officer Xiao Ming.
Rationale:
As Pizza Hut’s signature LTO and a consistent sales driver, Cheesy 7 still lacks strong top-of-mind recognition. While previous campaigns have leaned on puns and jokes to bring out its fun side, they haven’t quite hit the mark with Singaporeans or made Cheesy 7 feel truly iconic. This campaign puts cheesiness front and centre literally by appointing local jokester Xiao Ming as our new “CEO”. As the face (and punchline) of Cheesy 7, he can helps the brand hype, build stronger brand association, and serve up a campaign that’s just the right amount of cringe.
BEING CHEESY
PHASE 1: INTRODUCING PIZZA HUT’S NEW CEO
While most places stop at four cheeses, Pizza Hut dared to go all the way with seven, and that was practically unheard of. But what if cheesiness isn’t just about ingredients? What if we tapped on being cheesy as an art form? The puns, the dad jokes, the eye-roll-worthy humour... being entertainingly cheesy takes real skill. That’s why it’s time we appointed a new CEO: Cheese Executive Officer Xiao Ming.
Rationale:
As Pizza Hut’s signature LTO and a consistent sales driver, Cheesy 7 still lacks strong top-of-mind recognition. While previous campaigns have leaned on puns and jokes to bring out its fun side, they haven’t quite hit the mark with Singaporeans or made Cheesy 7 feel truly iconic. This campaign puts cheesiness front and centre literally by appointing local jokester Xiao Ming as our new “CEO”. As the face (and punchline) of Cheesy 7, he can helps the brand hype, build stronger brand association, and serve up a campaign that’s just the right amount of cringe.
PHASE 2:
IT AIN’T EASY BEING CHEESY, ONE NIGHT ONLY
As an expansion of the idea, “It Ain’t Easy Being Cheesy: One Night Only” brings together seven of Singapore’s cheesiest comedians, each one tasked with crafting original jokes inspired by their assigned cheese from the Cheesy 7.
Hosted at a Pizza Hut outlet, this one-night-only event can give fans a taste of comedy and Cheesy 7 history, with a special menu featuring throwback versions of the beloved dish.
Rationale:
While Xiao Ming sets the tone for what it means to be Pizza Hut’s Cheese Executive Officer, this event lets others carry the torch. By tapping into the local comedy scene, we give Cheesy 7 an entertaining cultural moment that goes beyond ads and promos, one that Singaporeans can laugh along with, share, and remember. It's not just fun, it's functional brand storytelling that gives the LTO real personality and flavour.
The Gap:
Cheesy 7 is a crowd-favourite, but not a cultural icon. Despite its sales, it lacked memorability.
The Fill:
We gave cheesiness a face. Through dad jokes, puns, and a one-night-only comedy event we turned a product into a punchline, and a punchline into a platform. Not just fun for fun’s sake, but functional storytelling that finally made Cheesy 7 unforgettably extra.
IT AIN’T EASY BEING CHEESY, ONE NIGHT ONLY
As an expansion of the idea, “It Ain’t Easy Being Cheesy: One Night Only” brings together seven of Singapore’s cheesiest comedians, each one tasked with crafting original jokes inspired by their assigned cheese from the Cheesy 7.
Hosted at a Pizza Hut outlet, this one-night-only event can give fans a taste of comedy and Cheesy 7 history, with a special menu featuring throwback versions of the beloved dish.
Rationale:
While Xiao Ming sets the tone for what it means to be Pizza Hut’s Cheese Executive Officer, this event lets others carry the torch. By tapping into the local comedy scene, we give Cheesy 7 an entertaining cultural moment that goes beyond ads and promos, one that Singaporeans can laugh along with, share, and remember. It's not just fun, it's functional brand storytelling that gives the LTO real personality and flavour.
The Gap:
Cheesy 7 is a crowd-favourite, but not a cultural icon. Despite its sales, it lacked memorability.
The Fill:
We gave cheesiness a face. Through dad jokes, puns, and a one-night-only comedy event we turned a product into a punchline, and a punchline into a platform. Not just fun for fun’s sake, but functional storytelling that finally made Cheesy 7 unforgettably extra.
CAMPAIGN STRATEGY: CHRISTMAS CAMPAIGNIT DOESN’T MATTER IF YOU’RE KNOTTY OR NICE
Christmas, the one time of year when everyone’s either getting together with their favourite people...or flying out of the country. For those staying behind, it’s all about finding plans with friends, especially in the lead-up to Christmas. So what better time to throw a party that embodies the fun, flavour, and festive spirit of Pizza Hut? Partnering with Poptart, a mainstay in Singapore’s nightlife scene, we planned to take over The Projector for one epic pizza party.
Rationale:
Through a nostalgic throwback event, we position Pizza Hut at the heart of pop culture and reconnect with the in-crowd. But how do we make it feel relevant and trendy? Through collaborations with a curated list of influencers and tastemakers, we can elevate the brand’s image and make Pizza Hut feel aspirational again. These trendsetters will receive an exclusive PR kit featuring reimagined retro Pizza Hut merchandise. Think vintage tees, hats, enamel pins, and more. To build hype, we'll conduct a photoshoot featuring these personalities styled in the merch, which will double as reference inspo for the event’s dress code.
The Gap:
Christmas plans are either flights out or friends in. The brand needed a way
to re-enter the cultural chat with relevance and edge.
The Fill:
We partnered with a nightlife icon and tastemakers to make Pizza Hut the dish
of December, and brought pop culture back to the table.
Christmas, the one time of year when everyone’s either getting together with their favourite people...or flying out of the country. For those staying behind, it’s all about finding plans with friends, especially in the lead-up to Christmas. So what better time to throw a party that embodies the fun, flavour, and festive spirit of Pizza Hut? Partnering with Poptart, a mainstay in Singapore’s nightlife scene, we planned to take over The Projector for one epic pizza party.
Rationale:
Through a nostalgic throwback event, we position Pizza Hut at the heart of pop culture and reconnect with the in-crowd. But how do we make it feel relevant and trendy? Through collaborations with a curated list of influencers and tastemakers, we can elevate the brand’s image and make Pizza Hut feel aspirational again. These trendsetters will receive an exclusive PR kit featuring reimagined retro Pizza Hut merchandise. Think vintage tees, hats, enamel pins, and more. To build hype, we'll conduct a photoshoot featuring these personalities styled in the merch, which will double as reference inspo for the event’s dress code.
The Gap:
Christmas plans are either flights out or friends in. The brand needed a way
to re-enter the cultural chat with relevance and edge.
The Fill:
We partnered with a nightlife icon and tastemakers to make Pizza Hut the dish
of December, and brought pop culture back to the table.
CAMPAIGN STRATEGY: CNY CAMPAIGNPIZZA HUAT!
Probably the most commonly uttered phrase during Chinese New Year, “HUAT” is synonymous with good luck, prosperity, and all things festive. And as fate (or branding) would have it, it sounds a lot like Hut. Introducing Pizza HUAT! A cheeky yet meaningful way for Pizza Hut to own the festive season with a signature LTO series. This campaign plays off the phonetic similarity to create a memorable brand moment, while delivering festive cheer through exciting new flavours and seasonal exclusives.
Rationale:
By anchoring Pizza HUAT! as a returning campaign each CNY, we build stronger cultural relevance and reinforce Pizza Hut’s position as the go-to choice for gatherings, celebrations, and sharing the HUAT.
Probably the most commonly uttered phrase during Chinese New Year, “HUAT” is synonymous with good luck, prosperity, and all things festive. And as fate (or branding) would have it, it sounds a lot like Hut. Introducing Pizza HUAT! A cheeky yet meaningful way for Pizza Hut to own the festive season with a signature LTO series. This campaign plays off the phonetic similarity to create a memorable brand moment, while delivering festive cheer through exciting new flavours and seasonal exclusives.
Rationale:
By anchoring Pizza HUAT! as a returning campaign each CNY, we build stronger cultural relevance and reinforce Pizza Hut’s position as the go-to choice for gatherings, celebrations, and sharing the HUAT.
HEART TO HUT:
THE ULTIMATE CNY CONVERSTATION STARTER
Chinese New Year: the one time of year where everyone gathers to reconnect… and inevitably gets grilled about marriage, career moves, or why you look “different” this year. We all know the drill and we all wish we could change the subject. That’s where Pizza Hut steps in. “Heart to HUT” is our way of helping Singaporeans break the ice and maybe even the conversation with a cheeky prompt: “Huat’s up?” Through limited-edition pizza boxes, conversation cards, and social content, we turn Pizza HUAT! into more than just a festive meal, we make it a cultural moment.
Rationale:
While pizza may not replace traditional staples like reunion dinners or Lo Hei, Pizza HUAT! can carve out its own space within the festivities. It’s not just about the food, it’s about the experience. By acknowledging the real, often awkward parts of CNY and giving people a light-hearted way to connect (or deflect), Pizza Hut becomes more than a meal, it becomes part of the moment.
The Gap:
Chinese New Year is rich in traditions—but also full of awkward questions. Pizza Hut lacked a meaningful seat at the festive table.
The Fill:
We gave Singaporeans a new way to gather, laugh, and share the HUAT ( or simply survive the chaos of CNY) with Pizza Hut at the heart of it all. This season, Pizza Hut wasn’t just food. It was fuel for festive connection.
THE ULTIMATE CNY CONVERSTATION STARTER
Chinese New Year: the one time of year where everyone gathers to reconnect… and inevitably gets grilled about marriage, career moves, or why you look “different” this year. We all know the drill and we all wish we could change the subject. That’s where Pizza Hut steps in. “Heart to HUT” is our way of helping Singaporeans break the ice and maybe even the conversation with a cheeky prompt: “Huat’s up?” Through limited-edition pizza boxes, conversation cards, and social content, we turn Pizza HUAT! into more than just a festive meal, we make it a cultural moment.
Rationale:
While pizza may not replace traditional staples like reunion dinners or Lo Hei, Pizza HUAT! can carve out its own space within the festivities. It’s not just about the food, it’s about the experience. By acknowledging the real, often awkward parts of CNY and giving people a light-hearted way to connect (or deflect), Pizza Hut becomes more than a meal, it becomes part of the moment.
The Gap:
Chinese New Year is rich in traditions—but also full of awkward questions. Pizza Hut lacked a meaningful seat at the festive table.
The Fill:
We gave Singaporeans a new way to gather, laugh, and share the HUAT ( or simply survive the chaos of CNY) with Pizza Hut at the heart of it all. This season, Pizza Hut wasn’t just food. It was fuel for festive connection.
BRAND STRATEGYPZZT!
To truly push boundaries and embrace Pizza Hut’s new brand position as a trendsetter plugged into pop culture, what if we introduced… her.
WHO IS SHE?
If Pizza Hut is the dependable big brother you grew up with, familiar, reliable, always there, then this is his cooler, younger sister. She’s bold. She’s edgy. She’s outspoken. She’s a little bit more out-there. And she’s here to shake up the pizza scene.
WHAT DOES SHE REPRESENT?
She’s the one with a passport full of stamps and a camera roll full of food. She knows what’s trending before it trends. She doesn’t just eat pizza, she lives it.
WHO IS SHE?
If Pizza Hut is the dependable big brother you grew up with, familiar, reliable, always there, then this is his cooler, younger sister. She’s bold. She’s edgy. She’s outspoken. She’s a little bit more out-there. And she’s here to shake up the pizza scene.
WHAT DOES SHE REPRESENT?
She’s the one with a passport full of stamps and a camera roll full of food. She knows what’s trending before it trends. She doesn’t just eat pizza, she lives it.
PZZT!: PIZZA HUT’S BEST KEPT SECRET
A lifestyle-driven, limited-time-only concept that gives us space to play, experiment, and turn heads. A delivery only concept, Pzzt! Is all about creating new and exciting things. From unexpected menu drops featuring cultural mash ups to surprise drops of exclusive merch, she is all about being spontaneous and experimental.
The Gap:
Pizza Hut’s brand is stuck in its dependable, safe lane. Solid, but predictable.
The Fill:
Start a new sister brand where Pizza Hut can experiment (and fail) without incurring major costs to the parent brand. This sister brand isn’t just serving pizza; it’s serving an experience. It’s spontaneous, experimental, and always on-trend, keeping Pizza Hut at the heart of pop culture.
Pizza Hut’s brand is stuck in its dependable, safe lane. Solid, but predictable.
The Fill:
Start a new sister brand where Pizza Hut can experiment (and fail) without incurring major costs to the parent brand. This sister brand isn’t just serving pizza; it’s serving an experience. It’s spontaneous, experimental, and always on-trend, keeping Pizza Hut at the heart of pop culture.
HEAD OF STRATEGY MATTHEW ZENG | STRATEGIST JOSHUA ANG | JR STRATEGIST CARLYN ONG, IGNATIUS TAN
EXECUTIVE CREATIVE DIRECTOR CHEAH WEI CHUN | ASSOCIATE CREATIVE DIRECTOR KENNETH LIM | ART DIRECTORS CASSANDRA KUEK, SHANNEN SUTANTO
GRAPHIC DESIGNERS CLARENCE TAN, RENEÉ CU | ACCOUNT DIRECTOR CHLOE LIM