The Client
Pizza Hut Cyprus introduced the Stuffed Crown Pizza, a limited-time, premium menu item with a crown-shaped crust filled with rich Philly cheese pockets. The launch aimed to captivate Millennials, Gen Z trend-chasers, and families seeking shared dining experiences, while reinforcing Pizza Hut’s position as the leader in innovative, indulgent offerings within the QSR space, by creating a moment in time of curiosity, excitement, and cheesy excess.
The Strategy
The campaign’s primary goal was to raise awareness and drive trial for the Stuffed Crown Pizza as a limited-time, must-try experience. Secondarily, it sought to increase store footfall and online orders, while strengthening Pizza Hut’s image as a category innovator and differentiating the brand from its competitors.
To speak directly to younger audiences and social-first consumers, the strategy centered around a bold, unexpected creative idea: The Cheese Apocalypse. Inspired by cult spooky-themed movie posters and with local influencers as the protagonists of our video content, who became the stars of this tongue-in-cheek spooky universe, our content strategy was set.
The Execution
Spooky-themed posters became the key visuals of the campaign, appearing in paid ads and social posts that introduced the Cheese Apocalypse concept, capturing attention instantly.
Influencer-led videos dramatised their experience of trying the Stuffed Crown Pizza, building anticipation and humour while showcasing the product's shareable, pull-apart structure.
The campaign combined a mix of influencer marketing, organic social content, and a robust paid media approach. Assets ran across META, TikTok, and Google, each tailored to the platform’s strengths, from static and carousel creatives on Facebook and Instagram, to high-intent placements via Google Search. The experience was tied together through a dedicated landing page and an email campaign that targeted loyal fans about the limited-time item.
META Ads
Reach
521,477
ROAS
8.35
Purchases
816
META Reach Campaign
Impressions (all cities)
13.8 million
TikTok Ads
Impressions
1,841,596
Reach
150,652
Views
1.8 million
Landing Page Clicks
4,800
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