MANILA, PHILIPPINES — Pizza Hut, one of the leading pizza brands in the Philippines, recently launched a new ad campaign featuring the popular Filipino boyband SB19.
The new “Make It Great” campaign is the brand’s attempt to reach out to the younger market segment who are all pizza lovers at heart.
“Pizza Hut is a great barkada fare and given this, we wanted to make the brand more relevant by connecting to our younger market. We believe that SB19 can effectively connect with this young market, which makes them a perfect partner for Pizza Hut,” Chacha Juino, PPI Holdings Chief Operating Officer, said.
“SB19 is the hottest P-Pop band right now not just locally but they’re also being celebrated in the global scene with sold-out virtual concerts and millions of fans,” Chacha added.
She also shared that the idea of getting SB19 came from Araneta Group Chairman Jorge Araneta himself. The Araneta Group is the owner of the Pizza Hut franchise in the Philippines.
According to Juinio, Mr. Araneta was very impressed by SB19’s virtual concert, which was held at the height of the Covid-19 pandemic. “He specifically instructed us to get them.”
Abigail Marzan, Business Director of Havas Media further explained: “The brand wanted to make itself more relevant. To do that they needed to become younger and more ‘every day.’ SB19 had that massive and young appeal combined with their music makes them the perfect brand endorsers.”
The new Pizza Hut ad is about turning good times with friends into something great with delicious pan pizza. The TVC features Pablo, Josh, Stell, Ken, and Justin singing a new Pizza Hut jingle based on SB19’s hit song “Go Up.” It will not only make viewers sing along and dance but also crave the mouthwatering flavors of Pizza Hut. A music video, an extended version of the ad, was also released.
Pizza Hut’s enthusiasm is shared by the creative team of integrated media and creative agency Havas Ortega, which developed the campaign.
What a treat for us to work with Pizza Hut on this new campaign. Then, adding to the mix, the P-Pop kings, SB19, made this collaboration even more exciting for fans and the whole team.
“After being away from their friends for more than two years, young people are craving to reconnect IRL. We want to be part of those moments. We want to make it great with fun music, good company, and delicious pan pizza! So, we designed the campaign to be a delightful experience in every way for our audience. The video is a feast for the senses – a hit track, enjoyable dance choreography, and the young idols having fun while prepping pizza. After watching, it will really make you crave your fave Pizza Hut flavors. That’s why we’ve made it easier for our viewers to get their fill simply by scanning the QR code at the end and have it delivered to their doorstep – it’s a music video they can directly order from,” expressed Havas Ortega Executive Creative Director Angie Tijam-Tohid.
She also hinted that this is just the start of the collaboration and that more “treats” will be coming out in the future.