Campaign Spotlight

Campaign Spotlight: Pizza Hut supports Earth Hour by getting fans to embrace the dark side for a brighter future

HONG KONG — Pizza Hut is always seeking to connect with its fans on topics close to their hearts – this time with its ‘Join The Dark Side’ promotion in support of Earth Hour.

To mark this year’s event, the brand went ‘dark’ on its Hong Kong social media feeds on 26 March, displaying a black logo and posting ‘blackout’ content.

To further support the World Wide Fund for Nature’s initiative, Pizza Hut also released limited edition candle ‘pizza savers’ on a first-come-first-served basis at stores across the territory. Starting at 6pm on 26 March, kits were given away to customers with any takeaway purchase. Fans were also encouraged to share their ‘dark side’ moments as they enjoyed a candle lit slice, to further increase awareness of Earth Hour.


Wendy Leung, Marketing Director at Pizza Hut Hong Kong: “Environmental responsibility is important to all of us at Pizza Hut and the opportunity to support Earth Hour and raise awareness of climate change really aligns with our values as a brand.”

Amy Cheng, Associate Creative Director at Ogilvy Hong Kong: “We want people to feel good about the contribution without compromising, so we make the hour in the dark enjoyable for Pizza Hut fans.”

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