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M&C Saatchi team up with Pizza Hut to put “Eatertainment” on the QSR table

The campaign runs from the 15th of February.

M&C Saatchi launched Pizza Hut’s latest abundant value meal deal, the Cheesy Bites Box, across the region last month. The Cheesy Bites Box, containing the Cheesy Bites Trio pizza, an iconic product at Pizza Hut with 26 cheese-filled bites around the pizza, is aimed at friends and family groups who are looking for even more fun (and cheese) from their mealtime moment.

Developed upon the insight that consumers across the region gravitate toward meals that are enjoyable to eat & bring something novel to the table, the brand combined different cheeses (parmesan, cheddar, mozzarella & a cheesy spicy sprinkle), sides & dips in one box, to give the consumer more opportunity to immerse themselves in a meal of pizza-eating fun.

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As the contents of the Cheesy Bites Box are extremely versatile to eat, M&C Saatchi conceptualized and brought to life a campaign that invites consumers to bring out their inner child and really ‘play’ with their food. Kicking off with:40, 15 & 6sec online videos featuring the brand’s magnetic brand ambassador, Tareq Al Harbi, with a uniquely composed Arabic & English fusion track that informs the consumer of all the wonderful tactile ways you can truly enjoy & experience the meal. In-store and OOH assets accompanied the video to drive sales through multiple touchpoints.

Through engaging content like dance & lyrics competitions coming on digital and social, the campaign will aim to inject the brand’s fun nature into each interaction with the target audience, spurring groups across the region to get creative and “cheese it their way” whilst sharing the Cheesy Bites Box with their friends and families.

Beverley D’Cruz, chief brand officer for Pizza Hut META said: “The campaign created by M&C Saatchi tapped into the fun nature of the Cheesy Bites Box perfectly. Some extremely playful content will be rolling out over the next two months which will aim to start a two-way conversation with our target demographic encouraging user-generated content, engagement & subsequently plenty of positive sentiment about the brand and our latest product.”

Scott Feasey, M&C Saatchi UAE CEO, commented: “In a world of QSR sameness, a shareable & fun product is so cut-through, it really sets the brand apart & allows consumers to let their guard down and eat however they want to eat. We are very proud to be Pizza Hut META’s retained agency on their journey to distinctiveness and to continue to launch such standout product innovation.”

The Cheesy Bites Box is the second innovation launched by M&C Saatchi for Pizza Hut this year, with the first being the partnership between Pizza Hut & KFC which successfully brought a BIG surprise to consumers inside the Big Box – the KFC Chicken Pizza! Two iconic brands, two great tastes together in one box, it was a force to be reckoned with, and the brand is not going to stop there, so keep your eyes and ears peeled for more blockbuster partnerships in the not too distant future!

Creative Credits

Brand: Pizza Hut / Yum!
Title: Cheesy Bites Box
Agency: M&C Saatchi UAE