NSAC2015_Team151_FinalPlansBook

TEAM 151
MAKING THE MOST OF
NOW

2
Executive Summary
This is our plan to add another ingredient to the Pizza Hut recipe for success.
The pizza category is driven by innovation. There’s an endless stream of new
products, promotions and ways to order pizza. Restaurant chains are fighting to be
the first to bring out the next big thing. It is a constant battle to stay ahead.
From pioneering online ordering twenty years ago, to delivering a pizza to the
international space station, Pizza Hut has always been the category innovation
leader. However, when Pizza Hut introduces something new the competition is
always quick to respond. When we reviewed Pizza Hut’s brief to increase online
ordering, we knew that the solution required more than adding the latest technology
to the customer's current digital experience; that alone would be just a temporary fix.
We have to find a long lasting emotional connection.
To find those consumer emotional insights, we began by asking why people order
pizza in the first place. What we found is that people consider pizza to be more than
just food. It’s an experience. When consumers think of pizza, they instantly think of
satisfying a craving and sharing fun.
Tapping into the idea that people crave shareable fun, we developed our campaign:
MAKING THE MOST OF NOW
“Making the Most of NOW” captures the essence of what our customers want: to
enjoy themselves no matter the occasion. The campaign picks up where the "Flavor
of Now" left off by adding fun to the formula.
FLAVOR + FUN = Pizza Hut
That is the recipe for success. Here is our plan to do it.
Prep
3 Challenge
4 Research
8 Insights
Bake
10 Big Idea
11 Campaign Overview
12 Digital
Delivery
14 Campaign Launch
22 Media
26 Campaign Evaluation
TABLE OF CONTENTS

CONSIDERATION REPEAT PURCHASE
90%
51% 32% 16%
63% 50%
TOTAL
AUDIENCE AWARENESS ADOPTION LOYALTY
Awareness Conversion Engagement
57%
(not ordering online) (ordering online)
Prep
Team 151 | Plans Book
3
$2 Billion Online Ordering
THE CHALLENGE
$600 Million
Opportunity
Current Objective
32%43%
$2 Billion Digital Market
Pizza Hut Challenge
The challenge is to increase Pizza Hut’s online ordering from 43% to 75% by the end of
2015. To achieve this goal, we developed an improved digital ordering experience and new
promotions that will position Pizza Hut as the top choice for those who order digitally.
Online orders represent $2 billion for Pizza Hut. To
achieve our goal of 75% online ordering, we need to add
32 percentage points to the existing base. This 32%
represents a $600 million opportunity.
The Conversion Model
We applied the ACE communication model (Awareness, Conversion and Engagement)
to the Pizza Hut brand purchase funnel.
By reaching 90% of those who do not digitally order with a compelling message, we
will convert 63% to meet our 75% digital ordering goal.
By deeply engaging 50% of those newly converted consumers, we will increase
loyalty, which will not only meet but exceed the objective.
1
2

DOMINO’S
Voice Order Assistant
PayPal Wallet Instant Pay
Pizza Tracker
Pizza Chef Tool HTML 5
PAPA JOHN’S
Google Wallet Instant Pay
Papa Rewards
SocialCompass
Geo-targeting
To better understand the challenge, we conducted a category analysis by reviewing
over 300 articles and industry sources.
Category
Pizza Hut is the leader within its category. However, Pizza Hut’s sales have been
experiencing a decline, while the category and competition are experiencing growth.
Communication
Communication in the pizza category is driven by limited time offers (LTOs) delivered
by similar brand spokespeople or celebrities.
INDUSTRY INSIGHTS
Competition
The pizza category is focusing on digital innovation, with Domino’s and Papa John’s
leading the way.
STRENGTHS
• High level of brand usage and awareness
• Strongest following on social media
• Most options for digital ordering
S
WEAKNESSES
• Lack of unique features on digital ordering
• Perceived as a commodity brand
• Weak loyalty program
W
OPPORTUNITIES
• Growing mobile usage
• Social media interaction
• Growing multicultural audience
O
T
SWOT ANALYSIS
THREATS
• Competitive innovation
• Emerging fast-casual pizza restaurants
• Competitive price pressure
Category Sales Domino’sPizza Hut Papa John’s
Pizza Chain Sales
3.3% 6.7%3% 1.6%
8, 9
10
Prep
4
3
4, 5, 6, 7
4th Quarter, 2013

FINDING OUR NICHE
To fully understand the target audience, we analyzed Pizza Hut’s consumer profile, category heavy users, cross
brand usage and mobile penetration. Here are the insights and target recommendations:
Pizza Hut’s Big Opportunity
Pizza Hut impacts nearly every pizza eater in the U.S., representing a huge
digital ordering conversion opportunity.
Hispanic Opportunity
Hispanics offer a significant
target opportunity; the
18-34 age group has a high
index of both Pizza Hut and
smartphone usage.
Millennial Opportunity
Pizza consumption and smartphone penetration intersect at the 18-34
age group.
Target Conversion and Conquest Opportunity
There is an opportunity to convert existing Pizza Hut users to digital ordering
while expanding the customer base through the conquest of the shared users
of the brand. The primary audience recommendation is millennials, age 18-34,
with a secondary target of Hispanics, age 18-34.
0
20%
40%
60%
80%
100%
43
16
35
5
2
30
18
37
11
4
27
16
34
18
5
Pizza Hut Domino’s Papa John’s
44%
SHARED CONSUMERS
WITH PAPA JOHN’S
SHARED CONSUMERS
WITH DOMINO’S
49%
Pizza Hut Shares Consumers With Competitors
There is high cross-category usage among Pizza Hut, Domino’s and Papa John’s
which gives Pizza Hut the opportunity to capture competitive usage occasions.
PIZZA HUT
USERS
CATEGORY
LOYALISTS
SMARTPHONE
USAGE
18 - 24 119 227 119
25 - 34 126 179 121
35 - 44 121 115 113
45 - 54 106 48 100
55 - 64 85 13 86
PIZZA HUT
USAGE
SMARTPHONE
USAGE
0
0
122
171
(171, 122)
HISPANICS 18-34
11 13, 14, 15, 16
12
17
Prep
5

TARGET AUDIENCE
The target is millennials age 18-34. They are active online, yet choose not to order pizza digitally. We segmented them into three
specific groups based on life stage and ethnicity. These are: Millennial Men, Millennial Moms and Millennial Familia.
It’s family movie night and everyone is
hungry. Mom calls in because she wants to
hear about all of the specials that the store
offers. She wants to make sure that she is
getting the best deal.
MILLENNIAL FAMILIA 18-34
She’s been at work all day; the last thing
she wants to do is cook. Hearing her order
repeated back over the phone gives her a
sense of reassurance. She just wants to
simplify her life.
MILLENNIAL MOM 25-34
Whether they’re playing video games or binge
watching a show, he and his buddies are always
in the mood for pizza. He calls in whichever
pizza restaurant is closest to him. He wants to
be able to order his pizza fast and get it cheap.
MILLENNIAL MEN 18-24
VALUES
Authenticity
Convenience
Fun
CHALLENGES
Money
Time
Quality
THEY
SHARE
PLACING A LARGE ORDER IS QUICKER,
EASIER AND LESS LIKELY TO BE WRONG
IF I JUST PICK UP THE PHONE AND TALK
TO A REAL PERSON.
WHEN I HEAR MY ORDER REPEATED
BACK TO ME, I KNOW THAT THEY
UNDERSTAND EXACTLY WHAT I WANT.
PIZZA IS PIZZA- IT’S ALL PRETTY
GOOD. I ORDER WHATEVER GETS ME
THE MOST BANG FOR MY BUCK.
Prep
6

RESEARCH OBJECTIVES
HispanicSeg
mentInsights
IndustryExper
t Interviews
PizzaHutDig
italExperience
In-DepthEm
plo
yee Interviews
BrandP
erception
Word
A
ssociation
OrderingE
xperience
Technology E
xpertInterviews
Focus Groups
Bilingual Surveys
Projective Techniques
Smartphone Application Reviews
Secondary Research Articles
Mind Maps
Personal interviews, focus groups, projective techniques,
secondary research and bilingual nationwide surveys were
designed to better understand:
1. Pizza Hut’s brand perception.
2. Why and how consumers order pizza.
3. Pizza Hut’s user experience compared to its competition.
4. How the Hispanic segment is different from
the general market.
3103
TOTAL RESEARCH
IMPRESSIONS
Methodology Matrix
Bilingual Surveys
Projective Techniques
Secondary Research
Focus Groups
Personal Interviews
App Reviews
Techie Interviews
Expert Interviews
Employee Interviews
22
5
63
654
50
25
335
638
1311
Research Methods
Prep
7

BRAND PERCEPTION
Pizza Hut Brand Perception
When we asked customers what they distinctly associate with Pizza Hut, they had
little to say. Pizza Hut is perceived as a commodity brand, primarily associated
with value and variety.
Confirming Commodity Status
The Quick Service Restaurant (QSR) team at Lopez Negrete confirmed that Pizza
Hut is stuck as a commodity brand, lacking a distinct brand image. Lopez Negrete
is the second largest Hispanic advertising agency in the United States, and has
experience with both Domino’s and Papa John’s.
PIZZA HUT HAS BEEN VERY VALUE ORIENTED. THE
EXTENT OF THEIR DIFFERENTIATION HAS BEEN THE
CHEESY CRUST, AND NOW THEY HAVE COMPETITORS
WHO ARE TRYING THEIR OWN VARIATIONS.
PIZZA HUT IS
ASSOCIATED WITH
Variety
Value
Popularity
PIZZA HUT ISN’T
ASSOCIATED WITH
Online Ordering
Loyalty
Freshness
Quality
Modernity
Interactivity
Fun
ATTRIBUTES
PERSONALITY
Pizza Hut Occupies Commodity Space
Using the Y&R Brand Asset Evaluator, we were able to identify and assess areas of
weakness and momentum for Pizza Hut. Y&R is the largest continuous brand equity
tracking study, and its results show that Pizza Hut is perceived as a mass market, or
commodity brand.
PIZZA HUT
PAPA JOHN’S
DOMINO’S
MASS
MARKET
CURIOSITY
NEW OR
UNFOCUSED
FATIGUE
LEADERSHIP
BRAND STATURE
50
100
0
BRANDSTRENGTH
100500
CRYSTAL MONTELEONE
Exec. Group Account Director, Lopez Negrete
18
19
20
21
Prep
8

ORDERING EXPERIENCE / BARRIERS
Why Do Consumers Order Pizza?
When we asked why people order pizza, two answers
emerged: to satisfy a craving or to share fun.
Why Not Order Digitally?
Our research shows 34% of customers prefer to order by phone.
Here are the three main reasons:
1. Incentives - “The employees always let me know what the best
deals are.”
2. Accuracy and Convenience - “Because [I’m] very specific about
my preferences. [The staff] is able to give good details.”
3. Experience - “Most of the time your order is processed faster if
you speak with an actual person as opposed to ordering online or
through an app.”
Pizza Hut Employees Know Better
We asked Pizza Hut employees for feedback on phone ordering.
They told us that:
• “The best pizza deals are found online.”
• “Phone orders can be complicated. I worry about messing up
their order and having to redeliver it.”
• “Customers are more satisfied because they customized their
own pizza. Less return-backs [from] them.”
Insights: Making The Most Of The Digital Ordering Experience
We approached the Pizza Hut user experience from three perspectives. First, we wanted to
know what consumers thought. Then, we wanted to understand the best practices from an
industry expert. Finally, we worked with our own university techies to see what they could add
to the experience. They all saw ways to make the digital ordering experience more streamlined,
useful and fun.
Our next step was to better understand the ordering dynamics of pizza and Pizza Hut.
CRAVING
“I’m craving it”
“I want to indulge”
“It is delicious”
FUN
“Celebrate with my friends”
“Makes a happy family”
“Great party food”
• Make it less confusing
• Make the app more stable
• Add a pizza tracker
• Make promotions easier
to locate
COMMODITY POSITION
Consumers view Pizza Hut as
a commodity brand.
DIGITAL EXPERIENCE
Consumers lack confidence in
Pizza Hut’s digital experience.
COMPELLING MESSAGE
Pizza Hut lacks a compelling
message to encourage digital
ordering.
Barriers
Bringing all the research together, we categorized three primary barriers to overcome.
CONSUMER
• Include a “my usual” button
• Suggest food pairings
• Provide deal alerts
• Language toggle switch
• Add games
TECHIE
“It needs to be flawless
and very intuitive.
Everybody wants it to
be very personal and
customized to them.”
EXPERT
TROY BURWELL
President and CEO, 4 Guys Interactive
Digital Ordering Perspectives
22, 23
24
25, 26
Prep
9

THE BIG IDEA
Brand Truth
Pizza Hut offers more flavors, more products and more ways to order than any
other pizza restaurant brand.
Consumer Insight
Pizza is more than just a food; it’s an experience. When people think of pizza they
think of satisfying a craving and having fun. Life is more fun when we share it,
and pizza is sharable fun.
The Big Idea:
PIZZA HUT ADDS MORE FUN TO YOUR LIFE.
Positioning to Connect Emotionally
By adding more fun to consumers' lives, we position Pizza Hut to connect
emotionally with the consumer. This moves Pizza Hut away from its current
commodity position and beyond the convenience benefits of the competition.
It allows Pizza Hut to capture the emotional high ground in the category.
Fun: An Ingredient for Success
Pizza Hut's "Flavor of Now" campaign added more flavor to consumers’ lives.
Our idea is to add more fun. This adds another ingredient to Pizza Hut’s success.
FLAVOR + FUN = PIZZA HUT
ENGAGEMENT
DIGITAL ORDERING
ADOPTERS
PRODUCT
VARIETY
ORDER
CONVENIENCE
SAVES
TIME
SHARE
FUN
Our big idea comes from the combination of Pizza Hut’s brand truth and our consumer insight.
Emotional
Brand
Attribute
Functional
Benefits
Emotional
Benefit
Capturing Emotional High Ground
Bake
10

CAMPAIGN OVERVIEW
Why Our Campaign Idea Works
“Making the Most of NOW” captures the essence of what our customers want:
to have fun no matter what the day, situation or occasion. Ordering Pizza Hut
digitally becomes the best way to make the most of any situation.
Tagline Evolution
The tagline “Making the Most of NOW” builds upon the “Flavor of Now” and
“Making it Great” taglines. The campaign evolves the conversation from the
product to the consumer experience.
Our campaign idea builds on the "Flavor of Now" by adding fun to the recipe.
To express this idea, our campaign is:
MAKING THE MOST OF
NOW
ADDING FUN
TO FLAVOR
We build on the "Flavor of Now" by
introducing a spokesperson that is
a direct descendent of the Italian
villagers from that campaign.
MEET
SOPHIA
Sophia is a fun-loving
multicultural millennial.
She is part Italian, part
Mexican and all American.
Her grandparents from
Sorrento didn’t care for
Pizza Hut’s new recipes, but
she does. That’s why she’s all
about making digital ordering
faster, easier and more fun. She
helps Pizza Hut break away from
the sameness currently plaguing the
category.
SHE LIKES
Digital Ordering
Flavorful Pizza Crusts
Plano, TX
SHE DISLIKES
Ordering By Phone
Plain Flavors
Ann Arbor, MI
Bake
11

DIGITAL EXPERIENCE - WEBSITE
PAIRING SUGGESTIONS
Sophia will walk users through the expansive
new menu by offering pairing suggestions for
every topping.
"MY USUAL" BUTTON
Users who always like to order the same thing will have the
option to set up their “My Usual” for faster checkout.
PRE-LOADED FUNDS
Customers can load funds to
their Pizza Hut account.
DEAL ALERTS
If a customer’s order qualifies for a deal,
Sophia will alert them and deduct the cost
from their total.
The updated Pizza Hut website will offer a number of features for a more streamlined
and personalized user experience.
GAMES
Customers can play arcade games and unlock
digital coupons if they reach a high score.
Bake
12

DIGITAL EXPERIENCE - APPLICATION
By expanding and improving upon our mobile apps, Pizza Hut will make digital ordering more convenient
and more accessible, making phone ordering obsolete.
Hulu
Our new and improved digital
ordering system will also be
accessible on Hulu Plus. This will
allow users to respond directly to
ads on the platform, and order a
pizza without interrupting their
tv-watching.
Xbox
Pizza Hut’s app for the Xbox 360
was successful upon launch, but
has since fallen to the wayside. To
continue this lucrative partnership,
we will import the improved Pizza
Hut app to the new Xbox One.
9:45 AMiPad3
GIFTCARDS
MYWALLET
INBOX
PREVIOUS ORDERS
NEARBYDEALS
MYFAVORITES
MYPIZZAHUT
CARRYOUT
DINE-IN MYUSUAL
LOGIN OR CREATEANACCOUNT
DELIVERY
ViewClose
Pizza Hut
Your pizza is on the way!
LANGUAGE TOGGLING
Users will have the option to change the app’s language from English
to Spanish.
GEO-FENCING
App users will receive push notifications offering them location-based
discounts when they come within a certain range of a Pizza Hut restaurant.
PUSH NOTIFICATIONS
Push notifications can be used as a simpler alternative to a pizza tracker.
Users will receive notifications on the progress of their order, allowing them
to keep track of things without having to stare at their computer.
UNIVERSAL VOICE RECOGNITION
Users who like to talk through their order will have the option to order by
voice and will be able to tailor this function to suit their accent or dialect.
28
27
Bake
13

The First 30 Days of NOW
On July 1, Pizza Hut will launch the first 30 Days of the “Making the Most of NOW” promotion. Every day,
Pizza Hut customers who order digitally will have an opportunity to win prizes ranging from free food
to a new car. This promotion will feature 15 and 30 second video on select general market and Hispanic
broadcast stations. These videos will also appear on digital and social media channels.
CAMPAIGN LAUNCH
“Click. Tap. Order.”
“Click.Tap.Order” is the call to action that directs
consumers to Pizza Hut’s digital ordering. It is a
unifying element in all advertising and collateral
material. Whether it’s by computer or app, people will
be consistently reminded to place their orders online.
Making the Most of NOW
“Making the Most of NOW” is our campaign tagline. It
will anchor our advertising. The word “NOW” will be a
featured graphic element. “NOW” will be replaced by
whatever is featured in the advertising. For example,
if the ad relates to payday, “NOW” becomes “PAYDAY.”
In video formats, the “NOW” will have an animated flip
to whatever the video pertains to. Print will feature
the same format.
Sophia
Sophia is an extension of the Pizza Hut brand from
her black and red colored outfit, to her employee
nametag. She exists to facilitate online ordering and
is a consistent element in all communication.
CAMPAIGN
ELEMENTS
Tone of Voice
The tone of voice of our campaign is consistent with
the Pizza Hut brand. It is fun, upbeat and approachable.
Frame 1: Tagline graphic appears.
Audio: Music begins.
Frame 2: Sophia lists prizes for the
kick-off campaign.
Audio: “This July, Pizza hut is making
the most of now. For the next 30 days,
every digital order is a chance to win…
free food, game consoles, cash…”
Frame 3: Sophia reveals the grand prize,
and establishes the call to action.
Audio: “or even a new car! So go online,
or use the Pizza Hut app for your
chance to enter to win.”
Frame 4: Click. Tap. Order.
Audio: “Click. Tap. Order.”
Frame 5: Sophia signs off.
Audio: “Pizza Hut, Making the Most of
NOW.”
Audio: Music ends.
Kick-Off (:30s)
Delivery
14

PRINT Full page four-color print ads will address each of our three target audience segments, and will be featured in high-index
magazines such as: Parents, American Baby, Official Xbox Magazine, Game Informer, People en Español and Vanidades.
29
Delivery
15

DIGITAL
A series of pre-roll and flash videos featuring Sophia will be used to extend our
campaign into any situation or occasion.
Frame 2: Sophia helps an office worker.
Audio: “Here’s how Pizza Hut can help you
make the most of payday.”
Frame 3: Deal graphic appears.
Audio: “Order digitally and get two
2-topping pizzas for $5.99 each.”
Audio: Music ends.
Adaptable Advertising
“Making the Most of NOW” can be extended year-round to address a
wide variety of topics.
BUSINESS OPPORTUNITIES
• Slow sales days (Making the most of Monday/Tuesday)
• New offers/products
POP CULTURE TIE-INS
• Halo 5
• Star Wars
SEASONAL OPPORTUNITIES
• Back to School
• Halloween
CRAZY HOLIDAYS
• National Pepperoni Day
• Fresh Spinach Day
Banner Ads
Rich media banner ads will appear on various websites with high
indexes for our target audiences.
Pay-Day (:15s)
Delivery
16

Instagram
Used by 53% of women aged 18-34, Instagram is an ideal platform to
involve Sophia. Here, she can post selfies, interact with pop culture and
introduce LTOs.
Pinterest
Used by 42% of adult women, Pinterest is the best platform for appealing
to millennial moms. Users can win a free family pizza pack by making a
board showing how they like to make the most of their family night.
YouTube
Appealing to men aged 18-24, Pizza Hut’s YouTube channel will feature
user-generated content by consumers with their unique ways to make the
most of now. We will invite those with the best submissions to create an
original video for our page, with Sophia joining in on the action.
SOCIAL MEDIA
According to Mintel, Pizza Hut has more social media followers than Domino’s
and Papa John’s combined, yet Pizza Hut lags in converting these followers to
digital ordering. Our plan is to use “#makingthemostofnow” in all social media
while tailoring our message to take advantage of each platform’s unique strengths.
Sophia’s fun and engaging personality will help move consumers from conversation
to digital ordering.
Twitter
We will use Twitter to connect Pizza Hut to news and trends relevant to
our targets through timely tweets paired with LTOs.
Facebook
As the most used social media
platform, and the number one
purchase influencer for 47% of
Americans, Facebook is most
suitable for the widest range
of content.
Tumblr
Tumblr is irreverent with
a strong 18-24 appeal,
representing an opportunity
to show off our campaign’s
humorous side.
30
31
32
33
34
35
35
Delivery
17

PROMOTIONS / SPONSORSHIPS / EVENTS
143
142
157
130
146
Dallas
Atlanta
Kansas City
Chicago
Houston
Promotions, sponsorships and events build on the “Making the Most of NOW” campaign by generating
awareness and creating buzz.
Sophia Selfies
Sophia look-alikes will be sent to Pizza Hut’s
core markets in Houston, Dallas, Atlanta, Kansas
City and Chicago. Consumers who spot Sophia
and post a selfie with her on social media with
#makingthemostofnow will receive an online
order code for a free pizza. This will help
generate buzz for Pizza Hut while incentivizing
consumers who are already engaged online.
Making the Most of a Galaxy Far,
Far Away…
Pizza Hut will offer exclusive Star Wars:
Episode VII toys, collectables and menu items
for customers who order digitally. Star Wars
has grossed over $12.1 billion in sales of
collectables, and Pizza Hut consumers have
an index of 179 for viewing Sci-Fi movies.40
Pizza Hut Core Markets
Markets represent 9% of U.S and 14% of PH Stores
5m
Juanjo246 You are in the Dallas Cowboy Stadium
Sophiaforfun Find me if you can. #Findme
#rewards #stadium? #fun #sophia
Sophiaforfun
VISA- Making the Most of Everywhere
Customers who pay for digital orders using VISA Checkout can instantly
win an all-expenses-paid culinary tour of Italy and parts of Latin America.
These “Flavor Adventures” combine the core values of both brands, while
simultaneously driving users towards digital ordering.
Halo 5
44% of Pizza Hut users play video games. That is why Pizza Hut will partner
with Microsoft to give away download codes for exclusive Halo 5 content
with every digital order. The previous installment of the Halo franchise has
sold over 6 million copies, and Halo 5 is one of the most anticipated fall video
game releases.
36
37
41
38, 39
Book IT! 2.0
We will enhance Pizza Hut’s existing Book IT! sponsorship by tying student’s
reading achievements in with our loyalty program. Each point they earn
through Book IT! becomes worth twice as many points when redeemed
through online orders.
5m
Juanjo246YouareintheDallasCowboyStadium
SophiaforfunFindmeifyoucan.#Findme
#rewards#stadium?#fun#sophia
Sophiaforfun
Delivery
18

PROMOTIONS AND EVENTS
Making the Most of Loyalty
Double Hut is a loyalty program that encourages digital orders. Unlike
the competitor’s rewards programs that offer a single point regardless of
what you purchase, our plan offers double the points. To encourage digital
usage we will double (4x) those points based upon the Recency, Frequency,
Monetary (RFM) model.
Here is how it works:
Making the Most of Veterans Day
With customers who are 42% more likely than the general population to have
served in the military, a charitable Veterans Day promotion is an important
opportunity for Pizza Hut.
On Veterans Day, Pizza Hut will donate a portion of every sale to Operation
Homefront, a leading charity for veterans and the families of deployed
service members.
Frame 1: Tagline graphic appears
Frame 2: Operation Homefront logo
appears behind Sophia as she speaks.
Audio: “For every digital order, Pizza
Hut will donate a percentage of sales to
Operation Homefront, which provides
helpful resources to military families.
So, this Veterans Day, celebrate by giving
back with Pizza Hut.”
Frame 3: Click, Tap, Order
Audio: “Click, Tap, Order. Pizza Hut,
Making the Most of NOW”
Frame 4: Tagline graphic appears
Audio: Music ends.
Veterans Day (:30s)
REWARDS
RECENCY
No matter when you order, you receive double points to be redeemed for food,
prizes and even travel. When you order at off-peak times (such as Monday
or Tuesday), you get double those points or 4x the points. Daily social media
promotions will provide the opportunity to double up when consumers take
advantage of Sophia’s offers.
FREQUENCY
To encourage a higher frequency of usage, we will double points when consumers
order twice or more in a given week.
MONETARY
To encourage a higher average ticket, double points will be applied when
consumers order more than $14 and/or add on high-margin items (such as
desserts or drinks).
AWARDS
Double Hut points are an opportunity to reward customers not only with more
delicious Pizza Hut products, but also with free movies and games through tie-in
partners such as Hulu and Xbox.
42
43
Delivery
19

HISPANIC MARKET
Hispanics represent a big opportunity for Pizza Hut. They are fans of the brand, have
higher average tickets and are digitally savvy. Here is our plan to make Pizza Hut
culturally relevant with this audience.
Creative Trans-Creation
Making our copy culturally relevant requires not just translation, but trans-creation.
52% of Hispanics are bicultural and move seamlessly from English to Spanish.
“Making the Most of NOW”, will become “Disfruta el AHORA”, which translates to “enjoy
the moment.” Since click and tap have the same meaning in Spanish, our “Click. Tap.
Order.” call to action becomes “Click. Ordena. Disfruta.”, or “Click. Order. Enjoy”.
Hispanic Heritage Month – September 15-October 15
Pizza Hut will recognize the contributions of Hispanic and Latin Americans by Making
the Most of Hispanic Heritage Month. Sophia will introduce a contest to turn an old
family recipe into a new pizza, with the winning pizza making it on the menu in select
markets.
Making The Most of Pelicula Night Partnership With Hulu
With an index of 246, Hispanic families love movies. To make the most of their
pelicula nights, Pizza Hut will partner with Hulu to provide free access to the Hulu
movie catalog with digital orders placed on Friday nights.
ACCULTURATION LEVEL
Acculturation
Bicultural
Unacculturated
HISPANICS QSR USER
30%
52%
18%
MOVIES
The kids are picking the movie and you
already know what’s coming. Time to order
some variety. Just a tap the Pizza Hut app
and a delicious pizza will be there before
the big sing-a-long.
Click.Tap.Order.
Disfruta el AHORA
Disfruta el AHORA con Peliculas
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LOCAL MARKET SUPPORT
Making the Most of The Call
Pre-recorded messages with Sophia offering discounted digital orders will be
available for use at every store.
HI THERE, I’M SOPHIA! THANKS FOR ORDERING FROM
PIZZA HUT. WANNA SAVE 10% RIGHT NOW? JUST ORDER
ONLINE OR ON OUR APP AND ENTER THE CODE "GODIGITAL"
AT CHECKOUT. IT’S FAST, EASY, AND PRECISE SO THAT YOU
CAN KEEP MAKING THE MOST OF NOW.
PHONE MESSAGE
Making the Most of Home
To localize the campaign even more, franchisees can adapt it to support local
schools and events. Here are a couple of examples:
“Make the most of the Dallas County Walk-a-Thon with a coupon for half-off
any pizza when you complete the walk!”
“The Mountain Pointe Pride is making the most of playoffs! Good luck from
Pizza Hut!”
Making the Most of The Pizza Box
The classic pizza box is a great medium to encourage digital conversion. A weekly
flyer featuring Sophia and specific store-level discounts can also be included.
Making the Most of Ordering In-Store
Tablets offering immediate discounts will be
placed in-store. This will increase digital orders
for dine-in and take-out, as well as relieve lines
at the counter.
Making the Most of Our Associates
To promote team involvement, we’ve created an employee incentive contest.
The first store to convert their digital orders to 80% or higher will win an all-
expenses-paid vacation to Sorrento, Italy, accompanied by Sophia.
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AWARENESS CONSIDERATION ADOPTION
REPEAT
PURCHASE
LOYALTY
TV Ads
Print (Magazine)
WOM
Online Ads
SEM
Pre-Phone Call Ads
Customer Service
Social Media Follow Up
Websites
Rewards/Loyalty
Programs
In-Store Media
Pre-Phone Call
Promo codes
converting to Online
Promo Events Blogger Sponsorships Social Media
Charity Events
Ordering Vehicles
Social Media Posts / Ads
Buzz Feed
CONSIDERATION REPEAT PURCHASEAWARENESS ADOPTION LOYALTY
Connecting All Consumer Touchpoints
Our fully integrated plan consisting of paid, owned and earned media creates
multiple touch points that connect Pizza Hut with the target audience.
The consumer journey provides the framework for the media plan. The
framework, based on the ACE communication model, is aligned with media
tactics tailored to their specific role in the purchase funnel. ACE is applied to
each of the three target segments as well as Pizza Hut’s ordering platforms.
Media tactics surround the consumer segment based on their media and ordering
preferences.
Connecting All Occasions
Media support will be provided on a continuous basis with 30% of paid
media allocated to the kick-off promotion. Other periods of emphasis include
promotional windows and monthly pay periods. To ensure that both lunch and
dinner dayparts are effectively promoted, media impressions will be directed to
the 11am-3pm and 3pm-7pm timeframes, as appropriate.
MEDIA OBJECTIVES AND STRATEGY
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MEDIA RATIONALE
Numbers on this page represent media usage indexes from Simmons OneView.
Magazine
Full page, four-color ads will be scheduled to reach
each of our three target segments.
Broadcast/ Cable
30 and 15-second commercials will be used to kick off
the campaign. A combination of broadcast and cable
networks tailored to each target will carry the message.
Social Media
To supplement our social media engagement program,
15 and 7-second pre-roll videos will be purchased on
Streaming Radio and Video
15-second pre-roll ads will be featured on
streaming radio and video services.
Online Display and SEM
Rich media leaderboards, banners and expendables
will be placed on key websites frequented by our
targets. Top search engines such as Google (134),
Yahoo! (130) and Ask (228) will generate high target
reach among our three targets.
Emerging Media
Emerging media opportunities will be continually
evaluated to optimize our plan. Web video channels
such as Snapchat, Meerkat and Vessel are beginning
to offer media content and advertising opportunities.
Twitch, a streaming platform for video games, is also
emerging as a medium to consider.
Digital print ads will be scheduled in each magazine
which will give the target market easy access to the
Pizza Hut digital ordering platforms.
Millennial
Mom
Millennial
Men
Millennial
Familia
(252) (266) (270)
(222)
(285)
In addition, a comprehensive search engine
marketing campaign on Google and Yahoo! will
supplement the online campaign.
(212)
Radio Video
(193)
(193)
(250)
(250)
(220)
(170)
(241)
(199)(227)
(238)
(375)
(330)
(305) (251) (306)
(254) (355)
(229)(252)(163)
(167)(242)
48
Millennial
Mom
Millennial
Men
Millennial
Familia
Promoted tweets on Twitter and blogger sponsorships
on Pinterest will be used to promote the campaign
(207)
(273)
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BUDGET
RESEARCH
1%CONTINGENCY
1%
PROMOTION
10%
PRINT
5%
PRODUCTION
10%
HISPANIC
5%
AGENCY
5%
BROADCAST
20%
DIGITAL
MEDIA
43%
Budget Framework
We applied a 4.3% advertising to sales ratio to the $600 million projected revenue.
This yields an advertising budget of $25 million. This is based on Pizza Hut $5.7 billion
revenue in 2013, and reported $247 million in advertising.
Budget Recap
Digital media represents nearly half of the proposed $25 million budget at 43%.
Broadcast and print media are 27%. We have allocated 11% for promotions,
sponsorships and events. Finally, we cover our Hispanic programs with the
remaining 5%.
Agency Fee Philosophy
We consider ourselves to be in a partnership with Pizza Hut. That is why we propose
working for a fee rather than a commission. Once we agree upon a fair agency profit
goal and bonus structure, we will rebate any excess profit back to Pizza Hut at the end
of the six-month plan. The proposed fee covers salaries and benefits for the dedicated
team to produce and manage this campaign, plus 100% agency overhead and a 15%
profit goal. All outside costs will be billed at net.
Added Value
We are committed to adding value to our campaign through an extensive public
relations program. From encouraging social media involvement to publicizing
promotional winners, public relations will amplify our campaign. Media tours in our
core markets plus a national media relations effort will increase the visibility of Sophia
and the Pizza Hut brand. All public relations activities are included in our agency fee.
Plan Adjustments
The plan will be continuously tracked and monitored to allow for the flexibility of
schedule changes based on market and digital ordering conversion conditions.
Return on Investment
Our plan is designed to achieve Pizza Hut’s goal and reach $600 million in digital
orders. That represents $23 of revenue for every $1 invested in advertising. Using a
25% industry profit margin, the revenue represents $150 million of profit, or $5 of profit
for every $1 invested in advertising.
$25 Million Budget
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MEDIA FLOWCHART
JUL AUG SEP OCT NOV DEC
HISPANIC HERITAGE MONTHINDEPENDENCE DAY BACK TO SCHOOL HALLOWEEN VETERANS DAY HOLIDAYS
IMPRESSIONS COST
($)('000)29 6 13 20 31 7 14 21 28 5 12 19 30
25,000
50,000
16,000
25,000
12,000
80,000
5,000
20,000
10,000
32,190
36,000
146
57,400
11,853
6,480
53,750
268,750
716,667
645,000
33,000
5,000
12,000
25,000
15,000
15,000
10,000
725,000
10,000 200,000
2,933,236 20,735,600
$25,000,000
N/A N/A
12,000
500,000
1,000,000
400,000
500,000
300,000
2,000,000
100,000
400,000
200,000
965,715
107,600
4,370
172,315
355,600
194,400
1,075,000
5,375,000
1,075,000
3,225,000
660,000
100,000
240,000
500,000
300,000
300,000
200,000
0
300,000
7 14 21
Broadcast :15/:30
Lifetime
Nickelodeon
The CW
Comedy Central
Adult Swim
ESPN
Fox Sports
Discovery Familia
Univision
Telemundo
Parents
Xbox
Print Four Color/Full Page
American Baby
Game Informer
People en Espanol
Vanidades
Digital
Double Hut Program
Local Store Marketing
250,000
250,000
2,500,000
1,250,000
Research
Production
Agency Fee
Contingency
TOTAL
Mobile App
Tablet App
Website
Xbox App
Social Media
Digital
Online Banners
Online Video
SEM
Social Media Video
Promotions
Kickoff
Hispanic Heritage
Operation Homefront
Sponsorships
Star Wars
Halo
Partnerships
Visa
Book IT! 2.0
Events
Sophia’s Selﬁes
Social Media
27 3 10 17 24 26 2 9 16 23PAID MEDIA
EARNED MEDIA
OWNED MEDIA
BUDGET TOTAL
Social media: Twitter, Facebook, Vine, Instagram, Pinterest, Tumblr
Note: Reach / Average Frequency = 90% / 30 with 3+=77%
Media Impressions based on adults age 18-34
Delivery
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EVALUATION / RECOMMENDATIONS
Pre-Testing Confirms Position and Messaging
75% of respondents found the campaign likeable and 63% indicated that they
would be motivated to order online from Pizza Hut. These are the words
customers used when describing the campaign and Sophia.
Pre-Testing Confirms Digital Ordering Experience
86% found the new Pizza Hut digital ordering experience to be superior to
the existing Pizza Hut experience. Consumers rated the new Pizza Hut digital
ordering experience 20% higher than Domino’s or Papa John’s.
ACE Model Confirms Adoption
By reaching 90% of our target with a compelling message and a best-in-class
digital ordering system, we are confident that we will meet and exceed the 2015
digital ordering objectives.
Monitoring Brand and Business
Market effectiveness of both the brand and business will be measured on an
ongoing basis. The following are the Key Performance Indicators (KPI) that will
be tracked.
BRAND KPI
• Brand health
• Media impressions
• Engagement and "Likes" on social media
• Number of customers who participate in Double Hut
• Number of app downloads
BUSINESS KPI
• Pizza Hut overall sales and market share
• Pizza Hut sales by ordering method
• Pizza Hut average check and order frequency through digital ordering channel
• Conversion rate of digital media to digital ordering.
Future Thought
We are confident that Sophia and the “Making the Most of NOW” campaign
will always be useful to Pizza Hut as it strives to meet new goals. Sophia will
continue to encourage digital ordering, and can be included in any new campaign.
GOAL ACHIEVED
Awareness 90 90
Conversion 63 75
Engagement 50 63
LOVABLE
PLAYFUL
CHEERFULFUNFRIENDLY
51
52
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FINAL THOUGHT
MAKING THE MOST
OF PIZZA HUT
1. Kelley, Larry. “ACE Model: Awareness, Conversion, and Engagement.”
Media Planning, University of Houston, 2015.
2. Liddle, Alan J. “2014 Top 100: Slow Sales, but Growth Returns.” Nation’s
Restaurant News. June 30, 2014. Web. March 12, 2015.
3. Ibid.
4. Buss, Dale. “Domino’s Pizza Tests Digital Leadership On Super Bowl
Sunday.” Forbes. Jan. 30, 2015. Web. March 12, 2015.
5. “Pizza Crust Perfection.” Domino’s. n.d. Web. March 12, 2015.
6. “We’re Putting Ordering Right at Your Thumbtips.” Domino’s. n.d. Web.
March 12, 2015.
7. “Mobile Ordering.” Papa John’s. n.d. Web. March 12, 2015.
8. Fajardo, Katrina. “Pizza Restaurants-US-November 2013.” Mintel. Nov.
2013. Web. Dec. 16, 2014.
9. Fajardo, Katrina. “Pizza Restaurants-US-November 2014.” Mintel. Jan.
2015. Web. Jan. 23, 2015.
10. Halzack, Sarah. “Domino’s vs. Pizza Hut: One Is Piping Hot and One
Needs Reheating.” Washington Post. Oct. 16, 2014. Web. March 12,
2015.
11. Fajardo, Katrina. “Pizza Restaurants-US-November 2014.” Mintel. Jan.
2015. Web. Jan 25, 2015.
12. “Pizza Restaurant Survey.” Survey Monkey, n.d. Web. March 11, 2015.
13. “Pizza Hut Customers in the United States.” Ad-ology. n.d. Web. March
12, 2015.
14. “Pizza Lovers.” Ad-ology. n.d. Web. March 12, 2015
15. “Mobile Millennials: Over 85% of Generation Y Owns Smartphones.”
Nielsen. May 9, 2014. Web. March 9, 2015.
16. Experian Simmons. Simmons OneView™ Database. Computer software.
Simmons OneView™. N.p., n.d. Web. March 15, 2015.
17. Ibid.
18. The Valenti Group’s Mind Map Questionnaires. Feb. 12, 2015. Raw data.
University of Houston, Houston, TX.
19. Muhleman, Janet. “Stand Out From the Competition.” International
Franchise Association. July 2009. Web. March 16, 2015.
20. Lopez Negrete Communications. “Hispanic and QSR/Pizza Category.”
PDF. Houston: Lopez Negrete Communications, Jan 29, 2015.
21. “BrandAsset® Valuator.” Explore Your Brand. BAV Consulting, n.d. Web.
March 12, 2015.
22. “Pizza Open Ended Questions.”Survey Monkey, n.d. Web. March 11, 2015.
23. “Pizza Restaurant Survey.” Survey Monkey, n.d. Web. March 11, 2015.
24. Ibid.
25. “Customer Reviews.” Pizza Hut on the App Store on iTunes. n.d.
Web. March 16, 2015. <https://itunes.apple.com/us/app/pizza-hut/
id321560858?mt=8>.
26. “Reviews.” Pizza Hut-Android Apps on Google Play. n.d. Web. March
16, 2015. <https://play.google.com/store/apps/details?id=com.yum.
pizzahut&hl=en>.
27. Cheredar, Tom. “Hulu’s New Ads Will Let You Order a Pizza without
Leaving the Video player.” VentureBeat. April 30, 2014. Web. March 16,
2015.
28. Mogg, Trevor. “Xbox Sofa Loafers Order $1 Million worth of Pizza through
Console’s Pizza Hut App.” Digital Trends. Jan 10, 2014. Web. March 12,
2015.
30. Fajardo, Katrina. “Pizza Restaurants-US-November 2014.” Mintel. Jan
2015. Web. Jan 23, 2015.
31. Baer, Jay. “11 Shocking New Social Media Statistic in America.” Convince
and Convert Social Media Strategy and Content Marketing Strategy. n.d.
Web. March 15, 2015.
32. Halpin, Carro. “Battle of the Blogs: Tumblr Wins, but Can Advertisers
Open Users’ Wallets?” Compete Pulse. June 11, 2013. Web. March 17,
2015.
Simmons OneView™. N.p., n.d. Web. March 15, 2015
34. Duggan, Maeve, Nicole B. Ellison, Cliff Lampe, Amanda Lenhart, and
Mary Madden. “Social Media Update 2014.” Pew Research Center. Jan 9,
2015. Web. March 17, 2015.
35. Google. “Gen V Research Men 18-34 The On-Demand Video Consumer”.
PDF. Mountain View, CA: Google, May 1, 2012. Web. March 19, 2015.
36. Amato-McCoy, Deena M. “Pizza Hut Partners with Visa on Online
Payment Platform.” Nation’s Restaurant News. Sept 5, 2014. Web. March
16, 2015.
37. “Pizza Hut Customers in the United States.” Ad-ology. n.d. Web. March
12, 2015.
38. “Halo 4 (Xbox 360) - Sales, Wiki, Cheats, Walkthrough, Release Date,
Gameplay, ROM on VGChartz.” VGChartz. n.p. Feb 21, 2015. Web. March
16, 2015.
39. Clow, Chris. “The 5 Most Anticipated Video Games of 2015.” Geek Nation.
Jan 1, 2015. Web. March 16, 2015.
40. “Star Wars Total Franchise Revenue.” Statistic Brain RSS. n.p. n.d. Web.
March 8, 2015.
41. “Our Program.” Pizza Hut BOOK IT! Program. n.p. Web. March 16, 2015.
Simmons OneView™. N.p., n.d. Web. March 15. 2015.
43. Chen, Yen-Liang, Mi-Hao Kuo, Shin-Yi Wu, and Kwei Tang. “Discovering
recency, frequency, and monetary (RFM) sequential patterns from
customers’ purchasing data.” Electronic Commerce Research and
Applications 8, no. 5 (2009): 241-251.
44. Lopez Negrete Communications. “Hispanic and QSR/Pizza Category.”
PDF. Houston: Lopez Negrete Communications, Jan 29, 2015.
45. “American Marketscape DataStream™ 2013 Series Simmons Winter 2013
Study.” Geoscape. 2013. Web. March 15, 2015.
Simmons OneView™. N.p., n.d. Web. March 15. 2015.
47. Customer Journey Map. Digital image. Customer Journey Mapping
#DSMMCM1314. March 12, 2014. Web. February 28, 2015. <https://
buzzbeedigital.files.wordpress.com/2014/03/perfect-consumers-
journey.png>.”
49. Liddle, Alan J. “2014 Top 100: Slow Sales, but Growth Returns.” Nation’s
Restaurant News. June 30, 2014. Web. March 12, 2015.
50. Channick, Robert, and Jessica Wohl. “Pizza Hut Shifts Advertising from
McGarryBowen Chicago to Deutsch LA.” Chicago Tribune. N.p., July 17,
2014. Web. March 19, 2015.
51. The Valenti Group’s Post-Concept Focus Group. Feb 12, 2015. Raw data.
University of Houston, Houston, TX.
52. The Valenti Group’s Word Association Questionnaires. Feb 12, 2015. Raw
data. University of Houston, Houston, TX.
Pizza Hut has more customers, variety and flavors
than any other pizza restaurant chain. The only
missing ingredient is FUN, and that is what our
campaign adds to the brand.
FLAVOR + FUN = Pizza Hut
By positioning Pizza Hut as the brand that adds
the most fun to your life, we capture the emotional
high ground in the category.
By developing a digital ordering experience that
continually delights and assists our customers, we
build consumer loyalty.
By promoting, “Making the Most of NOW” we will
increase awareness and usage of digital ordering,
reaching our objective of 75% digital ordering.
We are confident that “Making the Most of NOW”
will deliver FUN and PROFIT. Let’s make the most
of it together.
To start, just sign here:
Pizza Hut Authorization
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