Pizza Hut was facing declining sales and wanted to reverse this trend within 3 months. They aimed to become the biggest delivery company by focusing on impulse family meal decisions made between 5pm-7pm. Domino's was the current leader in delivery with twice as many outlets and planned to open four times as many new locations that year. Pizza Hut's plan was to sponsor "The Simpsons" TV show on Channel 4 at 6pm daily, giving it a larger audience and promotional budget than Domino's existing sponsorship of the show on Sky One at 7pm.

1. Pizza Hut and The Simpsons

2. Objectives Reverse poor sales performance 1 3 months activity

3. Objectives Reverse poor sales performance 1 Be the biggest in delivery 2 3 months activity

4. Family mealtimes For families, a takeaway not a planned event Spontaneous ‘emergency family meal’ decision By 4pm, 62% of mums haven’t yet planned dinner Source: Food Marketing Institute 1

5. All about recency The winning company will have their phone number ‘within arms reach of desire’ Family meal decisions are made on impulse between 5pm and 7pm 1

6. Becoming the biggest in delivery Domino’s have twice as many outlets Domino’s will open four times as many as us this year They are a pure delivery business 2 A radical and aggressive approach is needed

7. How Domino’s communication model works 2 330 Franchisees Simpsons sponsorship 7pm SKY ONE Collective marketing budget Telephone orders

8. Channel 4 at 6 O’ Clock every day We’ll have 4 times the audience every day A promotional / on-air budget 6 times that of SKY And an hour earlier! 2 A Bigger, Bolder, Better property

9. Let’s break it! 2 330 Franchisees Simpsons sponsorship 7pm SKY ONE Collective marketing budget No thanks, I’m full!

10. Clear impact on calls from idents Ad Break Ad Break

11. Value Creation – brand

12. Value Creation – brand Delivery sales +5% YOY Restaurant sales also benefiting +6% YOY Simpson’s Sponsorship Starts

13. Value creation : brand “ The Simpsons certainly helped with our stock flotation” - Steven Hemsley, Chief Executive, Domino’s Pizza

14. Value Creation - brand Simpson’s Sponsorship Starts £4m wiped from Domino’s value