Pizza Hut and Lay’s have teamed up to deliver a novel crunchy experience: The Crunchy Crust Lay’s Pizza.
Developed by Pizza Hut’s creative partner, Publicis Groupe Middle East, the campaign claims that It’s Crunching Great. The campaign aims to speak straight to the youth, building on the brand’s ongoing efforts to resonate with younger audiences.
The campaign launched across the UAE and Saudi Arabia spanning social media, digital platforms, instore and OOH. The Crunchy Lay’s Pizza is available on a new limited time offer, adding a crust topped with chip crumbs and giving people’s palates the delight of an added crunch with every bite.
The campaign also features bold lifestyle visuals and a music-led film that grooves to the rhythm of crunch beats. Both capture the fleeting moments of youngsters enjoying the new Crunchy Crust Lay’s Pizza.
“It’s a collaboration that defies expectations, tapping into pop culture with its bold visual appeal, unforgettable music, and – of course – that signature crunchy sound,” said Fausto Pelanti, Head of Marketing at Pizza Hut.
This limited time collab is only available in the UAE and Saudi Arabia for a short period.
“Two iconic pop culture brands coming together is already enough reason to make waves, but the resulting product of this collab is actually amazing. The campaign line is basically our reaction when we tasted it, but written in a slightly more polite way,” said Augusto Correia, Creative Director at Publicis Middle East.
Earlier this year, Pizza Hut Middle East introduced a surprising element to its product lineup with the launch of their first-ever frozen pizza, now available in select supermarkets across the region.
The frozen pizza got the attention of the likes of Rataj Khajah (@ratajini), Youssef Said (@youseef.saiid), Saaed Alwahbi (@lo.vxl), Alex Augusti (@justfooddxb), and Ahmad Al Hindi (@ahmad.jpeg) – influencers within the region who posted their discovery on social media and piqued the interest of the wider online community.
While the launch itself caught many off guard, the true surprise awaited inside the box. Customers and influencers found that there was no pizza inside the box, but rather a note explaining the reason why the box was empty.
CREDITS:
Client: Pizza Hut Middle East and Pakistan
Beverley D’Cruz – General Manager
Fausto Pelanti – Head of Marketing
Ahmed Sabri – Marketing Manager
Creative Agency: Publicis Middle East
Augusto Correia – Creative Director
Nicolas Richard – Sr. Copywriter
Andre Sakai – Sr. Art Director
Hussein Mostafa – Art Director
Anas Shaherli – Arabic Copywriter
Mohsin Akbar – Multimedia Designer
Rafay Maqbool – Multimedia Designer
Zaher Qaddourah – Desktop Finalizer
Walid Ghosh – Desktop Finalizer
Anna Sadykova – Associate Business Director, Strategy & Insights
Maya Khammar – Business Lead, Communications Consultancy
Varun Karani – Associate Business Director, Communications Consultancy
Kareem El Hajj – Sr. Account Manager, Communications Consultancy
Elissa Bou Jaoudeh – Account Manager, Communications Consultancy
Sameh Younan – Account Executive, Communications Consultancy
Shereen Mostafa – Head of Production
Upasana Kumar – Sr. Producer
Nicolas Balaa – Producer
Sylvia Trinidade – Producer
Gabriel Noronha – Producer
Paulo De Almeida – Retoucher
Production House: Prodigious
Adam Black – Lifestyle Photography
Orkun Orcan – Product Photography
Clandestino – Production House
Pedro Giomi – Director
Marcos Castiel – Editor
Satelite Audio – Music Production House
Roberto Coelho – Music Director
