The Client
Pizza Hut Cyprus is known for its iconic, crave-worthy recipes and none more legendary than the Original Pan Pizza, which has been a go-to comfort food since the 1980s, earning a loyal following across generations.
With this campaign, Pizza Hut Cyprus set out to celebrate the emotional legacy of the Pan Pizza and make the product feel relevant and irresistible to younger audiences. The goal was to bring the product into real-life cultural moments through grounded, authentic storytelling that speaks to today’s lifestyles. At the same time, the campaign aimed to increase visibility, drive both in-store and online traffic, and boost sales by pairing the product with a compelling value offer that celebrated the OGs: Pan Pizza and Coca-Cola.
The Strategy
The campaign was rooted in occasion-led storytelling that positioned the Pan Pizza as a comforting presence in life’s most relatable, funny moments. The strategy embraced a grounded tone that resonated across generations, with scenes that felt familiar to anyone who has ever reached for a slice after a night out, during a movie or while gaming with friends.
The campaign emphasised the idea that the Pan Pizza is made for sharing; from its indulgent texture to its emotional heritage, the product became a symbol of togetherness.
Key Campaign Objectives:
- Reinforce emotional connection to the Pan and elevate brand love
- Highlight the Pan crust’s heritage and uniqueness
- Engage younger audiences through culturally relevant, real-life scenarios
- Drive awareness, trial, and repeat purchases with a compelling value proposition
The Execution
To bring the strategy to life, the campaign centered on short-form, video-first content that captured real-life pizza moments in a light, humorous and authentic way. Influencers were cast in mini-scenarios tailored to occasions like gaming nights, post-clubbing cravings, movie marathons and lazy morning slices. Each piece of content was crafted to feel spontaneous and familiar, like glimpses into people’s actual routines.
The visual language of the campaign remained cohesive, combining strong key visuals with occasion-specific adaptations, each paired with a catchy tagline that made the content easy to remember. This approach helped the campaign tap into nostalgia while remaining culturally fresh and visually consistent across platforms.
Distribution was handled through paid media on Meta, TikTok, and Google PMAX. Meta Business Suite hosted two core campaigns (Reach & Engagement) that delivered high-volume exposure, while TikTok served as the perfect channel for connecting with Gen Z through ads. The campaign was reinforced by a value-driven combo deal, which acted as a practical CTA in all communications to further increase store traffic and online conversions.
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