Pizza Hut goes into rewind mode for a new offering

Pizza Hut has launched a campaign for its new offering Golden Surprise Pizza which has a filling stuffed at the end of the slice.  The campaign has been created by JWT.

The brief given to the agency was that the product is enjoyed most when eaten from the end part.

Anoop Jain, marketing director, Pizza Hut says, "The new product is a pizza which has a stuffing in the end, a part that most people don't eat.  The TVC is played in a rewind mode to tell the story of the product. The film features a couple who are in their twenties (just like our target audience) and it takes us back to the moment when the boy surprises his girlfriend with the new pizza at Pizza Hut."

Adds Swati Bhattacharya, executive creative director, JWT India, "We had to convey the point that the pizza is sumptuously stuffed at the end and you should eat it backwards. So we use the quality of the product and show a beautiful moment in the life of a couple."

The creative team includes Swati Bhattacharya and Tanurupa Pal. The film has been directed by Shashank Chaturvedi of Goodmorning Films. The marketing budget is Rs 2.5 crore. The media mix includes TV and outdoor.

Interestingly, even though the product has been recently launched in India, it has existed globally for more than ten years. You can check out one of the international ads here.