The Client
Pizza Hut Cyprus is a leading fast-food name, known for delivering high-quality, innovative pizzas to customers, with a strong reputation for pioneering new flavours and concepts and always focused on enhancing the pizza experience. For this campaign, Pizza Hut Cyprus aimed to reinforce its position as the innovator of the Stuffed Crust Pizza, increase brand awareness, and drive sales for the new Garlic & Herbs Stuffed Crust Pizza. The campaign also sought to generate excitement, encourage customer engagement, and solidify Pizza Hut's identity as the original home of the Stuffed Crust.
The Project
The campaign was built around the "Stuffed Crust Lovers United" concept, a creative direction designed to cultivate a passionate community of enthusiasts. This concept leveraged customer loyalty and emotional connection, reinforcing the love for Pizza Hut’s signature crust while sparking renewed interest in the brand.
Everything was structured around a multi-platform digital activation strategy that combined organic social media content, paid advertising, influencer marketing, and user-generated content (UGC), while targeting young adults and families as the primary audience, along with a targeted ad strategy across Meta, Google and TikTok to maximise visibility, conversions and sales.
The Execution
It all came to life through highly engaging social content, influencer collaborations, and a dedicated landing page that fostered community participation.
Interactive story series on Instagram, featuring polls, lively copy and prompting CTAs, reinforcing excitement around the new stuffed crust flavour and the Stuffed Crust Lovers Club landing page competition, keeping engagement levels high.
A crucial element was influencer management, where we partnered with micro-influencers known for their interactive and engaging content that aligned . These influencers created tasting videos, behind-the-scenes moments, and unboxing experiences, organically showcasing their enthusiasm for the Garlic & Herbs Stuffed Crust Pizza. Their posts drove community engagement and encouraged followers to join the "Stuffed Crust Lovers United" movement by sharing their own crust-first moments.
To solidify brand affinity and boost participation, a Membership Program was introduced via a dedicated landing page, where users could sign up to unlock exclusive Pizza Hut Cyprus offers. The same page hosted the UGC challenge, where participants could submit their creative takes on enjoying stuffed crust, adding an element of gamification to the campaign.
Short-form content played a major role across all platforms, particularly TikTok and Instagram Reels, with snappy, mouth-watering shots from our production showcasing the pizza in an irresistible way, with thematics like “The 5 Senses of Pizza” and “The Last Slice”, which added a humorous, modern and relevant element to the entire campaign in order to further promote the limited-time offer.
Instagram & TikTok
Influencer Views (IG & TikTok):
50.9K
Instagram Organic Views:
5K
TikTok Ads Impressions:
3M+
TikTok Ads Reach:
212K
Google & Meta Ads
Google Impressions:
12,278,000
Google Clicks:
37.3K
Meta Reach:
440K
Meta Clicks:
2.3K
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