KUALA LUMPUR, MALAYSIA – MBCS, the media-fuelled creative content practice within the IPG Mediabrands network, has announced its latest campaign with Pizza Hut, launched in conjunction with the Ramadan/Raya festive season.
The ‘Ayam Bakar Bukan Biashe-Biashe’ (translated: Not Your Ordinary Flame Grilled Chicken) campaign set out to introduce Pizza Hut’s new pizza – the Pizza Ayam Bakar. In a nod to the smoky flames from the grill, the pizza was launched with a smoke projection billboard above a Pizza Hut store in proximity of one of Kuala Lumpur’s most popular Ramadan bazaars, driving traffic towards the outlet. The campaign showcased a classic Ramadan/Raya fare of flame grilled chicken with Pizza Hut’s flare – smoky grilled bazaar flavours on a fully loaded pizza, in a fun twist that’s anything but “biashe-biashe” (ordinary).
Mun Tuck Wai, Executive Creative Director with MBCS said, “Ramadan/Raya is a time of food and gatherings, and a classic favourite is the ayam bakar – found in every bazaar. But who’s to say that ayam bakar is just for the bazaar? Sending smoke signals is an age-old tradition, and we looked to lure our customers right to our doorstep to experience ayam bakar like never before. A pizza with these flavours needs a launch that’s equally as bold, and we wanted to tickle that curiosity when introducing an ayam bakar that is out of the ordinary.”
In addition, an activation at local bazaars and an in-store contest introduced the Pizza Ayam Bakar promotions and an opportunity to win free pizza for those who could say the pizza’s tongue twister of a name in the game “Say My Loaded Name”.
Aileen See, Chief Marketing Officer of Pizza Hut Malaysia said, “At Pizza Hut, we believe that the best flavors are the ones that resonate with our customers’ hearts and taste buds. With the Pizza Ayam Bakar, we’ve worked hard to craft a truly authentic taste experience that reflects the unique flavors of ayam bakar that you’d get from our local bazaars. The MBCS team have integrated this sensory element of smoke that you’d get from the grill into our campaign, blurring the lines between tech, creativity and cultural relevance for an unforgettable campaign. It’s not just about selling pizza; it’s about the celebration of Ramadan/Raya through our shared language of food.”
The campaign runs through till the end of April. View more on Pizza Hut here.
