JWT Singapore helped Pizza Hut morph into pasta restaurant, renaming its City Square Mall outlet as “Pasta Hut” for a five-day period. The stunt was designed to demonstrate Pizza Hut’s commitment to bring quality, affordable pasta dishes to a wide range of customers and get Singaporeans excited about their new line of pasta dishes, which were launched this week.
Pizza Hut Singapore’s pasta menu, which was introduced in 2009, comprises more than 20% of Pizza Hut’s sales revenue. Still, for many Singaporean consumers, Pizza Hut is not top of mind when it comes to pasta. JWT and Pizza Hut wanted to target those consumers and pique their curiosity with its new pro-pasta ‘positioning’.
Pasta Hut served up 155 kilograms of pasta in just five days, converting many new customers – including those who didn’t equate the Pizza Hut brand with great pasta in the past.
“The Pasta Hut plan was a bold stunt that really helped create conversations for the brand among our target pasta lover clientele,” said Juliana Lim, senior marketing director of Pizza Hut Singapore. “It got Singaporeans thinking about Pizza Hut in a new way, and helped change the perception that we only do Pizza well.”
The campaign kicked off on social media a few days ahead of the reveal of Pasta Hut, teasing Pizza Hut Facebook fans with photos of the Pizza Hut signage in transition, with the word “Pizza” slightly blurred out. Facebook posts invited fans to stay tuned and encouraged them to leave their email to get an invite to an exciting upcoming event.
Due to the success of the five day campaign, Pizza Hut is now offering a one-for-one deal on all pasta dishes at their outlets, island wide.