Ogilvy Singapore’s New Pizza Hut Campaign Celebrates Simple Pleasures of Foodie Complexity

Pizza Hut has launched its new brand platform to rekindle Singaporeans’ love for simple, uncomplicated food in the face of ever-changing foodie fads.

The campaign created by Ogilvy Singapore is the agency’s first work on the newly acquired account. ‘Your Slice of Simple’ celebrates Pizza Hut’s simple, delicious pizza experience, with the focus on Pizza Hut being the alternative to “complexity in food.”

“Foodies Anonymous” depicts dramatized foodie confessions at a foodie-focused group therapy session. TVCs in both English and Chinese were launched on Mediacorp‘s Channel 5 and Channel 8 respectively, and will run for five weeks.

The launch campaign calls out pretentious and recovering foodies, all seeking support as they tackle the anxiety and melancholy that results from food overcomplication and pretentiousness.

Based on the insight that young Singaporeans today are looking for those simple, precious moments in a complex world, the idea highlights traits reflective of Singapore culture today, namely, ‘camera-eats-first syndrome’, food trend addictions and excessive menu alteration. Through a humorous set up, the campaign conveys a relatable and entertaining message and demonstrates how Pizza Hut is the perfect antidote – your slice of simple.

Francis Wee, Executive Creative Director, Ogilvy Singapore, said, “To create an emotional connection with consumers, we adopted a tongue-in-cheek approach that depicts Pizza Hut as the solution to complicated food fads. By going against the grain of typical food commercials we celebrate the virtues and inherent greatness of a simple, unassuming slice of Pizza Hut pizza.”

Going back to Pizza Hut’s belief of creating easy and better pizzas, the brand felt the release of the Foodies Anonymous campaign, alongside the launch of the new Pan Pizza – it’s most popular – was perfect timing, and highlights its focus on delivering what people love.

A marketing spokesperson for Pizza Hut said, “This brand platform aims to drive local resonance in Singapore while staying in line with our global brand positioning. It also reinforces our core brand values of offering Singaporeans a simple, delicious pizza experience in today’s complex world. We are very eager to see Singaporeans’ response to this campaign and hope it resonates with them as much as it did with us!”

Source: Campaign Brief Asia

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