2. TABLE OF CONTENTS
Pizza Hut has set the precedent for food ordering by being
the first company to offer online ordering in 1994. Through
this they have solified themselves as innovators in the food
industry, as well as online ordering. Now that online ordering
has evolved from the time that Pizza Hut introduced it to the
market, Pizza Hut faces the challenge of creating the best
and most efficient digital ordering experience for customers.
It’s Pizza Hut’s new challenge to convince their already
established, far-reaching customer base to follow in Pizza
Hut’s footsteps by using the technology at hand to enhance
their pizza ordering experience and consumption.
Position Pizza Hut as the top choice for customers that order digitally.
Provide the greatest digital ordering experience in the category.
Reach the target of 75 percent of all orders done online/ mobile by the end of
2015.
Introduction & Summary ObjectivesTable of Contents
Something about ourselves:
AdLibs is a group of hard-working and
immensely creative college students who
have been striving to compile great market
research and provide a well thought out
strategy for the team at Pizza Hut. We
want to help position Pizza Hut as the #1
competitor in online pizza ordering and
delivery. Since the beginning of this project,
we have not only learned many things about
Pizza Hut as a brand and about the pizza
industry as a whole, but we have also had
the opportunity to create what we believe to
be a great campaign that could be put into
effect immediately. So without further ado,
here is the 2015 campaign for Pizza Hut.
AdLibs has come up with a strategy that utilizes the current technology that
Pizza Hut has developed as a brand and builds upon it. By focusing primarily
on online ordering and our rewards program, we can reach out to people
that have already subscribed to receive offers from Pizza Hut via email,
people that follow us on social media, and loyal customers that utilize the
rewards program already but not necessarily by ordering online. We will do
this to try and drive more people to utilize our new and improved online and
mobile ordering services.
Strategies and Tactics

3. Through primary and secondary research we set out to gain a
larger understanding of our intended target audience of men
and women between the ages of 18-49, with an emphasis on
‘familenials’. We formed research tactics that would result
in the most accurate portrayal of our target audience. Our
research enlightened us with a better understanding of our
target audience’s behaviors and attitudes.
Research Objectives:
Identify target market’s attitudes towards pizza
Identify target market’s tendencies towards online ordering
Determine the what, when, where and why behind the target
market’s pizza choice
HOW:
how did participants order pizza?
41% online
38% by phone
10% by app
11% walk in
N =(326)
WHAT:
45%, the number of chain pizza
restaurants in the US.
*Chain pizza restaurants being considered any
company with more than 10 stores.
WHEN:
how often did surveyed participants
enjoy pizza?
44% less than once a month
40 % one to two times per month
11% three to four times per month
6% five or more times per month
N=(326)
WHERE:
Independent pizza operations now
account for 54.3% of all pizzerias in
the country
About 45.7% are chains, compared
to 47% in the previous year
*See figure 1 for a geographic breakdown
Primary research:
Our primary research consists of 300+ surveys, telephone
interviews, as well as in person interviews.
Secondary research:
Our secondary research is compiled from online marketing
research tools and Pizza Hut’s online resources (as well as their
competitors):
Pizza Magazine
The Loyalty Market’s Association
Hitwise Webpage
Statisa
Foodnetwork’s Website
Little Caesar’s Website
Everydayhealth.com
Shape.com
The Wall Street Journal
Domino’s website
Pizza Hut’s Website
Papa John’s Website
WHY:
pizza hut #1 in top 50 Chains
55% of pizza consumers now
purchase fast-casual pizza at least
once per month
Millennials are particularly captivated
by fast-casual pizza because it’s
relatively low-priced typically
between $8 and $10 per meal
WHAT WE FOUND OUT:
Domestic chain restaurants rely on their
“american diners” and Pizza Hut is no
exception. Meanwhile, total pizza store
counts in the U.S. jumped by more than
2% over the past year, and the majority
of that increase came from independent
operators. Still, pizza huts fans and
casual made to order pizza enchants
fam-millennials as well as their equal
counterpart millennials every day. Our
research is used to ensure attitudes
and values between both markets align
to optimize online buying and pizza
consumption.
Competitive Analysis
Pizza Hut has three main competitors: Domino’s being first,
Papa John’s placing second, and Little Caesar’s in the third
slot. Furthermore, with the growing fit and healthy culture
phenomenon, a growing competitor of Pizza Hut lies within
the fast-casual, made-to-order pizzas that provides healthier,
artisanal alternatives to Quick-Service Pizza.
Here’s what we found though our research:
Domino’s
• Most sophisticated and innovative online ordering system within the
Quick Service Pizza Industry
• Strong App that includes the Pizza Tracker and Dom, Domino’s voice-
activated ordering system [1]
• Only pizza delivery that serves Coca-Cola, which also has strong brand
loyalty [2]
Papa John’s
• Fresher ingredients, fresh dough sent to the stores every morning. [3]
• Healthy Pizza Alternatives
• Papa John’s Rewards Program
• Emphasis on Artisanal Pizza [4]
Little Caesar’s
• $5 Hot-and-Ready Pizza Deal [5]
• Quick and Convenient
• Cheapest in the Quick-Service Pizza Industry
• Fast-Casual, Made-to-Order
• Provides Healthier Pizza Options
• Targets the health conscience, which is a large portion of the millennial
market
SWOT Analysis
STRENGTHS:
• Re-vamped branding that includes a new modernized look
and artisanal pizza options
• Consistent Pizza Product
WEAKNESSES:
• Behind on technological advances
• Online and app ordering not as user-friendly
OPPORTUNITIES:
• Strengthen their technological sources
• Cross-Promotional Products with other services
THREATS:
• Health Conscience on the Rise
• The use of dietary substitutes
• Main competitor consistent with its online and app
ordering
Our Research

4. Overview of the Online Presence Through Applications
The industry of ordering food online has grown fast throughout the last years. The world we live in is becoming fast
pace community, especially in urban communities. Time is precious and online food ordering and other daily purchases
are increasing. In 2012, 96% of fast casual restaurants will have their presence on Facebook. 93% on yelp, 90% on
Smartphone applications, 87% on twitter. When looking at the importance for a user friendly smartphone application for
Pizza Hut and other companies within the industry, we looked at the numbers of applications downloaded worldwide.
• 2013 - 92.88 billion free downloads of apps were
made, and only 9.2 billion paid apps.
• Looking at the probable numbers for 2017 we see
a large increase in free downloads compared to
paid.
• Free downloads in 2017 will probably be above
254 billion while the paid apps will be 14.8 billion.
This data emphasizes the importance of having a
free application that will have a lot of downloads, to
have many must be the goal.
Reviews on Apple’s “app store” about the Pizza Hut app shows us that it is not user friendly and that it is hard to
navigate. They have 1731 reviews compared to the 5605 Domino’s possesses. The difference in these numbers of
reviews showcases the number of people who have downloaded the app.
Target Insights Health Trends
The general pizza customer is typically between 18 and 64
years of age. However, to market the use of digital means in
regards to ordering pizza, we narrowed our target to 18 to
49 year olds. More specifically, millennials between the ages
18 to 34. In order to better serve our client and to make a
deeper connection with consumers, we first need to know a
little more about them.
• Pizza customers are evenly split between men and women.
• Men tend to be younger (within 18-24 year olds)
• Women more likely to be ‘moms’
• Rural communities have been slower to switch to utilizing
digital means.
• Customers have their own preferred channels of
communication. Direct mail, television, social media, etc...
• Utilizing target specific channels results in a better
response.
• Different age groups need to be targeted according to
their typical behavior.
• We must use the appropriate mediums so that they receive
the right message or offer at the right time and place.
We found that:
The expanding health consciousness of the United States
is a trend that should not be ignored. Competing food
services are providing their customers with healthier options
when it comes to catering to individual dietary needs, and
to accommodate people who enjoy the product but want to
lessen the impact on their personal health without altering
their spending habits. There are many new and existing
techniques that would allow Pizza Hut to add healthy
alternatives to their menu:
• High Carb turning into Low Carb: The idea that people
are replacing pasta, bread, and pizza crusts with vegetable
substitutes like spaghetti squash and cauliflower pizza crust.
• Cauliflower has become the ‘new’ kale. It’s an easy
vegetable to manipulate because it’s texture is easy to form
other stuff (mashed ‘potatoes’, crust) and it doesn’t taste
like anything. Plus, it possesses cancer fighting qualities.
• Cabbage and Brussel Sprouts possess a lot of sulfur, which
helps the liver detoxify from toxins and waste.
• Nut-Based Vegan Cheese
• Healthy alternative to normal cheese and it opens up to
another part of the market -- Vegans.
• Healthy Fats, butter especially
• Becoming more publicly-known that butter alternatives are
terrible for a body. Butter actually has a large amount of
Vitamin A and E, while also possessing natural antibacterial
powers.
• Gluten Free flours. For example, almond and chickpea flour
have a good amount of fiber.

5. Creative Brief
Campaign Objectives
The insights we complied from Pizza Hut and our research
findings helped us develop a creative brief that was in
synchronization with our ad campaign. Great efforts were
made to align the vision of Pizza Hut and our creative brief
to best create a campaign that was relevant and consistent
to our various target audiences and their beliefs. Each of our
concepts met our campaign objectives, which are to position
Pizza Hut as the top choice for customers who order pizza
digitally, to provide the greatest digital ordering experience
in the category, and to reach the target of 75 percent of all
orders done online/ mobile by the end of 2015.
Competitive challenges
• Domino’s Pizza Tracker
• Papa John’s Rewards Program
Target Audience
Our target audience is 18-49 year olds who make a middle-
class income. Our emphasis lays on the Millennials (ages 18-
25), as well as famillenials, which are characterized as families
with kids who are part of the Millennial generation.
Customer’s Current Beliefs...
• Pizza hut offers a good value for families who need a fast, satisfying meal
• Customers who already order online believe Domino’s is a better user
experience and Papa John’s is more rewarding
• Customers who don’t currently order online are concerned about
accuracy
• Market research shows people value quality and freshness
We Want Them To Believe...
Ordering pizza is fun, fast, and reliable!
Why Should They Believe This?
• The Pizza Hut app and website are the quickest, easiest platforms
• Pizza hut had been the digital ordering pioneer, inventing online pizza
ordering in 1994!
Timing and Metrics
• The campaign will run July 1– December 31, 2015
• Campaign success will be measured by increase in online ordering from
43% to 75% by the end of the campaign
Brand Personality
FUN:
Pizza is fun, our tone should be fun and light-hearted as well
PIONEERING:
Pizza Hut was the first brand to go about ordering food
digitally. We want to capitalize on that idea and convey them
as a pioneer of not of technology, but as a pioneer in the food
industry as well. We want to make this millennial generation
believe that they can be pioneers of their own life
Overview
The pizza restaurant industry has entered the mature stage of its life cycle. Many towns and cities can no longer support
the vast amount of pizzerias surrounding them. It becomes harder for operators to open new stores and for new operators
to get into the business.
Sales Figures and Store Counts
Pizza Industry
• By the year ending September 30, 2014, pizza sales in the States reached $38,524,732,336. That’s a 3.08% increase over
the estimated sales figure of $37,375,108,000 for the industry in 2013.
• The total number of store is 73,097. It jumped by more than 2% over the past year, and the majority of that increase
came from independent operators.
• Independent pizza operations hold 54.3% of the pizza industry. About 45.7% are chains, compared to 47% in the
previous year. Despite this, chains still brought in a majority of industry sales.
Ranking Avg. Sales Per Unit Chain Name
1
2
3
4
5
19
28
25
27
39
Pizza Hut
Domino’s Pizza
Little Caesars
Papa John’s
Papa Murphy’s Pizza
Top U.S. Chains (Based on 2013 sales)
Top-performing websites in pizza industry (Month of
February 2014, compared with January 2015)
Websites
Domino’s Online Ordering
Pizza Hut USA
Pizza Hut Online Ordering
Papa John’s Online Ordering
Domino’s Pizza
Papa Johns
Little Caesars Pizza
Papa Murphy’s
Visits Share: Feb-14
22.13%
21.90%
16.96%
16.83%
10.63%
6.81%
1.43%
0.92%
Visits Share: Feb-15
25.64%
23.71%
10.12%
16.33%
9.92%
7.06%
2.49%
1.15%

6. Billboard Advertisements
TAP THAT
TAP THAT
TAP THAT
Print Ads
To keep aligned with Pizza Hut’s current branding, we kept the same look and feel for our print ads that Pizza
Hut already has going. This makes the association with Pizza Hut instant and easy to understand. We used
images of different devices with the Pizza Hut app or website on screen with the campaign headline “TAP
THAT”. The print ads are intended to be simple and easy to understand, with a general message that can
appeal to all of our target audience.
Print or Mobile Advertisements
TAP THAT
No need to calL it in. Ordering on the Pizza Hut app is faster,
easier, and more efficient
TAP THAT
No need to pick up your phone. Ordering
through the Pizza Hut website is faster,
easier, and more efficient

7. TV Commercials
AUDIENCE:
REASSURANCE: older couple
OBJECTIVE:
The commercial is meant to provide reassurance to our target audience ages 40-60
that ordering pizza online is fast, reliable and easy. The message will be delivered with
cheeky humor and everyday bickering.
GENERAL PLOT:
The scene opens with a quick panel of a suburban home and is followed by a
gentleman in his late 40’s sitting in the kitchen starring at a computer screen. Alex (the
gentleman) is ordering pizza, and screams to his wife Lisa who is located in the living
room down the hallway:
“Do you want pepperoni & mushroom pizza?” Lisa is watching a Judge Judy type
of show and is not listening. Lisa yells back: “What!” Alex says: “I said do you want
pepperoni & mushroom!” Lisa yells back from the kitchen annoyed: “Yeah! And grab
those cheese sticks too!” Alex then places order online, and it zooms to screen where
it shows him ordering the pizza. Alex excitedly yells “Done!” to Lisa. Lisa says: “That
was fast. Are you sure? How do you know? You better be sure. Because remember last
time you tried ordering online pizza from that other place, and you were so sure you
ordered it and it got lo… “ (before Lisa can finish the doorbell cuts her off). The shot
panels to the door and they both answer it. It is the pizza delivery guy. Lisa contently
says: “That was fast and easy.”
It cuts to a screen with the Pizza Hut logo, and there is a voice that yells, “Pizza Hut!”
Internet Advertisement
The Pizza Hut logo follows closely behind the moving pizza, leaving a trail of
Pizza Hut logo while the Pizza crosses through the screen. The top text of the
banner has a bold font with the words “CHASE YOUR PIZZA”. The bottom of
the banner has a fine, smaller font with the words “order pizza online or on
the Pizza Hut app”. The purpose for the finer text is to ensure the consumer
has a clear message and instruction instead of being clueless. The banner
will drive the consumers to order Pizza Hut online. The ad targets people
who use the internet on the computer regularly. The banner ad goes on any
website that is on the user’s screen.
Chase Your Pizza is a banner ad. The black color background makes the
illustration stand out. The animated banner ad depicts a picture of a pizza
moving across the screen.
Radio Advertisements
Objective:
To target millennials to order pizza online or on the Pizza Hut app with memories
of popular songs from their past. Using the elements of humor and surprise.
Strategy:
When the radio ad goes on it would sound like it was just another song playing.
The song would play right up until the chorus would start, and then the song
would be cut off by an abrupt voice that says “Pizza Hut!” “Order online or on our
new app.”
Reasoning:
This type of ad would be effective because it would be unexpected.
The millennial target audience song would be Wannabe by Spice Girls.
This is because most millennials recall the Spice Girls as a crucial part
of the culture in their younger days. EX: Yo, I’ll tell you what I want,
what I really really want, So tell me what you want, what you really
really want, I’ll tell you what I want, what I really really want, So tell me
what you want, what you really really want, I wanna, I wanna, I wanna, I
wanna, I wanna really really really wan…PIZZA HUT! Order Online or on
our new app.”

8. Pizza Hut Sleeping Commercial
AUDIENCE:
Millennials
OBJECTIVE:
In this commercial we emphasize on the easiness of Pizza Hut
ordering through a mobile app. As we use the phrase “So easy you
can do it in your sleep” at the end.
GENERAL PLOT:
The commercial starts off only showing a hand with a smartphone
in the Pizza Hut mobile app, he is ordering pizza. Then in the next
scene you realize that that person is actually sleeping but somehow
is tapping on his phone and ordering a pizza as it zooms into his
face and we are able to tap onto his dream. In his dream he is out
in a date with a Pizza, yes, Pizza! They are out in the park sitting
on a bench as he reaches out to hold her (pizza) close to him,
then they go to the playground and play in the slide. They then
leave and decide to go for a walk. In the next scene they are in the
shower taking a bubble bath seem to be having fun. Soon after
they are both having a very romantic dinner and when he is about
to kiss/eat Pizza he is awakened by the sound of the doorbell. Is
the pizza he had unconsciously ordered during his sleep. He then
gets up and goes towards the door, outside you see the pizza
delivery guy scream “Pizza Hut delivery”, when the door is opened
he makes the delivery. The commercial ends with a mobile phone
with the Pizza Hut logo in a dark background with white text that
reads “So easy you can do it in your sleep”
So easy you can
do it in your sleep!
Introduction
The media group conducted vast research via various resources in regards to what platforms are most successful and best
suitable for Pizza Hut advertising campaigns. A budget was then created based off of our research and afterwards, each of the
chosen platforms were allocated to what was deemed to be a reasonable budget (based on our research). The categories in
which we divided our platforms into are : TV, Radio, Print, In-App Advertising, Social Media, Search, and Sponsorships.
Media Plan
Campaign Budget
TV Commercials (30%)
Social Media (20%)
Print (8%)
Radio (eg. sports networks) (5%)
Video Game Product Placement (12%)
Search (3%)
In-App Advertising (Pandora, Spotify, SoundCloud) (22%)
Sponsorships (Visa, Hulu, Uber, sports events) (12%)
Total $132M
$39.6M
$26.4M
$10.55M
$6.6M
$15.85M
$3.95M
$29.05M
$15.85M
$132M
TV Commercials
Sponsorships
Social Media
In-App Ads
Search
Video
Game
ProductPlacement
Radio Print

9. We decided to decrease TV’s advertising budget because we
wanted to put less focus on traditional media, and more on
new, innovative, conversation sparking platforms. However, TV
and pizza still go hand in hand. “Young channels” like Comedy
Central, Adult Swim, MTV, FOX, and FX, etc. still garner a
lot of millennial traffic and viewership. We know TV works
from comparing Pizza Hut and Domino’s success based on ad
spending and channels selection the past 2 years; Domino’s went
with the younger demographic, while Pizza Hut catered to an
older demographic. This might explain Domino’s higher success
and larger millennial fanbase as opposed to Pizza Hut’s lower
profits and older fanbase.
TV - $39.6M (30%) Radio - $6.6M (5%)
We decided to only use 5% of our advertising budget on
radio because we are going with a very selective placement of
our advertising and as radio is much less cheaper in terms of
acquiring advertising space, we will also be getting a “bang for
our buck”. The more intensive part of our advertising efforts with
radio will be during the peak sports months of September to
December when we focus more of our advertising in sports radio
stations. Sports fans think of pizza as one of the main snacks
while watching their favorite sports games which is why it is
effective to advertise during these months and on radio stations.
Because our target market is composed of millennials and our
primary goal is to increase online sales, we decided to limit our
spending on print. The 8% of the budget that we are using on
print will be directed towards out-of-home such as billboards,
bus ads, bench ads, etc. to stay relevant within the general
public. However, we don’t believe that print space with things
like newspapers, magazines, etc. would be a good use of our
budget as we want immediate action to be taken. For example,
when seeing digital ads via social media or through an app,
it is so easy to click it on the spot and make the download (or
whatever is relevant) happen. On the other hand, when seeing
an ad in something like the newspaper, regardless of how much
you may want to look it up, chances are you’ll want to do it
“later” rather than change platforms and eventually, you’ll forget
about it.
Print - $10.55M (8%) Social Media - $26.4M (20%)
Our generation, and main focus to millennials is always around
social media. We are either using it, looking at it, or talking
about it. When doing the research for social media we wanted
to see the `like’ ratio on instagram and facebook and the amount
of followers. As a group we want the numbers to be higher
and have our millennials recognize pizza hut on social media.
The more aware our consumers are the more business pizza
hut will get. Social media is a great use because it’s the prime
media toold that millenials use. This is always why our budget is
much higher for social media. It makes a much stronger impact
than other advertising techniques when considering our target
audience.
Search advertising is a necessary factor in our effort to raise
online ordering for Pizza Hut. People use search whenever they
need any type of information on the internet, and ordering pizza
is the same. These search ads will direct the consumer directly
to the company’s website where they can order their pizzas
right away. Our 6-month campaign will average of $500,000 per
month on pay-per-click advertising.
Search - $3.95M (3%) Video Game Advertising and
Product Placement - $15.85M (12%)
The video game market is a very substantial market worth
advertising in, as well as a relevant market to our target audience
who play video games with their friends and by themselves.
Direct brand placement in a video game has not been utilized
popularly which is why it would be a great medium to use. We
would also promote our Xbox app, which has been successful in
selling $1M in pizza sales. Since it is rare for food companies to
directly place their products in video games, we have allocated a
sizeable amount of our budget to this medium.
• Billboards - We want to use September-December in order to
have time for TV commercials to spread their message before
following up with billboards.
• TV Commercials - We want to use July-August and November
and December and use september and october creating a year
end campaign.
• Sports Radio Stations - We want to use September-December
as these months are peak months for sports because of the
start of football season, playoff baseball, and college football
postseason as well.
• Video Game Product Placement - We used September-
November as these months are peak months for video game
releases.
• Xbox 360 App Promotion - We will minimize the promotion on
September and October to make time for people to buy their
new games.
• Sporting Events - We want to use October-December in
sponsoring as these months are peak months for sports.
Media Flowcart

10. Some final words
We have had a great time working together as a group and we hope that you have had as much fun seeing the portfolio we
worked so hard on to complete. It was an incredible opportunity to experience what it is like to work as an agency and to show
our work to people that we know will be able to critique it well and give us very valuable constructive feedback. As members
of the target audience that we are attempting to reach with this plan, we know how hard it is to convince people of a certain
young age to consider a new product or service. We hope that our insight into the mind of the millennial and our market
research pertaining to the older generations is ample enough to aid Pizza Hut in attaining their goal of being the number one
online pizza ordering service in the world.
• National Restaurant Association. "Proportion of restaurant operators likely to use the following social-media tools in the next two years 2012." Statista
- The Statistics Portal. . Web. 10 March 2015. http://0-www.statista.com.ignacio.usfca.edu/statistics/218934/restaurant-operators-likely-to-use-social-
media-in-the-next-two-years/
• Gartner. "Number of free mobile app downloads worldwide from 2012 to 2017 (in billions)." Statista - The Statistics Portal. . Web. 10 March 2015.
http://0-www.statista.com.ignacio.usfca.edu/statistics/241587/number-of-free-mobile-app-downloads-worldwide/
• Gartner. "Number of paid mobile app downloads worldwide from 2011 to 2017 (in billions)." Statista - The Statistics Portal. . Web. 10 March 2015.
http://0-www.statista.com.ignacio.usfca.edu/statistics/241589/number-of-paid-mobile-app-downloads-worldwide/
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• Yu, Yi Jin. "Top 10 Healthy Food Trends for 2015." EverydayHealth.com. Everyday Health Media LLC, 18 Dec. 2014. Web. 22 Feb. 2015. <http://www.
everydayhealth.com/pictures/top-healthy-food-trends/#08>.
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