AMV unveils Pizza Hut TV campaign

Pizza Hut is launching a £2 million television initiative in

a fresh attempt to keep its distance from rivals trying to close the gap

on its number-one status in the UK market.

Abbott Mead Vickers BBDO has produced the campaign - a pair of 30-second

commercials to boost sales of the Stuffed Crust pizza - which will break

nationally on Monday and run for a month.

The pop song The world is just a great big onion sets the tone of the

films in which children at a birthday party and a group of friends at

home are bizarrely featured tucking into takeaway meals of raw turnips

and onions.

Reality returns when the vegetables are switched for Stuffed Crust

pizzas and true enjoyment begins.

The films were written by Ben Kay, art directed by Cameron Blackley and

directed by Luciano Podcaminsky for Peluca. Media is through PHD.

Bill Ogle, Pizza Hut's marketing director, said: "The new campaign uses

a quirky idea to show the popularity and appeal of a Stuffed Crust


The new round of advertising takes place against a background of a

general decline in pizza dining and fierce rivalry between Pizza Hut and

Pizza Express for domination of the £730 million UK market.

Pizza Hut, which runs the UK's largest chain of pizza restaurants, has

been attempting to sustain sales with product innovations such as

Stuffed Crust.

Earlier this year, it put £7.5 million behind a three-month

campaign for a new pizza with a thin base called The Edge.

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