2002 BEST USE OF TELEVISION WINNER

WINNING ENTRY - Pizza Hut In The House

COMPANY - Carat Australia & bellamyhayden

CLIENT - Tricon Restaurants

SPONSORED BY

OBJECTIVE

With the fast food category in decline since the introduction of GST in June 2000. and little or no differentiation among branded chains, Pizza Hut was facing a sales decline. The challenges were: to generate a disproportionate level of visibility and awareness for Pizza Hut, to drive sales against the backdrop of a market in decline, and to achieve this within the standard budget allocation.

CAMPAIGN

A partnership with Network Ten's Big Brother broke the barriers for TV sponsorship, connecting the Pizza Hut brand with the Big Brother brand at many points over three months, including: the Big Brother logo placed on all Pizza Hut packaging and leaflets; a 100% competitive lockout of the pizza category; Big Brother contestants ate Pizza Hut pizzas during two televised events; and Pizza Hut billboards appeared as 10-second solus billboards during Big Brother. In addition, a competition saw $10,000 being given away every week for 10 weeks, and viewers calling a telephone number to vote for housemates were played a call-to-action message to connect them to Pizza Hut.

RESULTS

Audience Development Australia reported that Pizza Hut's recall was the highest they have ever tracked in a TV sponsorship. Prompted recall was 68%, compared with an average of all campaigns at 23%. Pizza Hut had more than double the recall of any other sponsor of Big Brother, despite being one of four sponsors with equal spot numbers. Pizza Hut sales grew by between 6% and 11% nationally, with 5,000 additional sales coming from the Big Brother phone voting line alone.