pizza hut pitch brief

NEW BUSINESSPITCH BRIEF

Yum Brands' Pizza Hut has recently been reaching out to agencies for creative ideas.

Sources said that the brand contacted a select number of agencies for brand ideas and a potential assignment, but it is not clear whether the winning agency will execute just the requested brand

idea, be added to the roster along with the current lead agency, Deutsch, or take the entire business. No external consultant is overseeing the process.

Optimedia is currently Pizza Hut's media agency, though it's believed that relationship will not be affected.

Pizza Hut did not respond to multiple requests for comment. Deutsch declined to comment.

It looks like, at least in the near term, Pizza Hut intends to keep Deutsch on its roster, while adding another shop to the fold, and potentially setting up shops to compete in jump balls for creative

executions.

This may be bad news for Deutsch.

Several years ago, this same process happened with Yum Brands sibling Taco Bell. It was then that Deutsch inched its way onto the Taco Bell roster, which meant that the then-lead agency, FCB, had to compete for campaigns against its Interpublic Group of Cos.' sibling. Eventually Deutsch became

the lead shop, ousting FCB.

OVERVIEW 01

OVERVIEWMarketing agency turnover with the Pizza Hut brand is high - they’ve cycled throuugh a number of agencies in recent years. Deutsch won the business from McGarryBowen without a review in July 2014. McGarryBowen, which succeeded Martin Agency, had been on the account for less than a

year.

Pizza Hut also has had a habit of doling out work to roster shops that aren't the lead agency.

TracyLocke, for example, handles retail for the brand, but recently released a Pizza Hut spot featuring Michael Bolton. In the current instance, however, Pizza Hut is reaching out to agencies not

currently on its roster.

Yum Brands' Pizza Hut has recently been reaching out to agencies for creative ideas.

Sources said that the brand contacted a select number of agencies for brand ideas and a potential assignment, but it is not clear whether the winning agency will execute just the requested brand

idea, be added to the roster along with the current lead agency, Deutsch, or take the entire business. No external consultant is overseeing the process.

Optimedia is currently Pizza Hut's media agency, though it's believed that relationship will not be affected.

Pizza Hut did not respond to multiple requests for comment. Deutsch declined to comment.

It looks like, at least in the near term, Pizza Hut intends to keep Deutsch on its roster, while adding another shop to the fold, and potentially setting up shops to compete in jump balls for creative

executions.

This may be bad news for Deutsch.

Several years ago, this same process happened with Yum Brands sibling Taco Bell. It was then that Deutsch inched its way onto the Taco Bell roster, which meant that the then-lead agency, FCB, had to compete for campaigns against its Interpublic Group of Cos.' sibling. Eventually Deutsch became

the lead shop, ousting FCB.

Marketing agency turnover with the Pizza Hut brand is high - they’ve cycled throuugh a number of agencies in recent years. Deutsch won the business from McGarryBowen without a review in July 2014. McGarryBowen, which succeeded Martin Agency, had been on the account for less than a

year.

Pizza Hut also has had a habit of doling out work to roster shops that aren't the lead agency.

TracyLocke, for example, handles retail for the brand, but recently released a Pizza Hut spot featuring Michael Bolton. In the current instance, however, Pizza Hut is reaching out to agencies not

currently on its roster.

OVERVIEW 02

OVERVIEW

You may have seen the massive marketing campaign put out by Pizza Hut just over a year ago featuring 10 crust flavors and a host of new, gourmet, ingredients. The effort to position itself as a

premium pizza brand also included a website relaunch, refreshed logo, new packaging and employee uniforms.

Deutsch's work for the campaign included ads where the company asks elderly Italians what they think of the new pizza.

What they called the “Biggest Brand Evolution Ever” didn’t perform as well as hoped - and Pizza Hut CEO Greg Creed noted earlier this year that the marketing hadn’t been as effective as planned.

The chain has seen relatively flat sales through much of the year.

SUMMARY: The “Biggest Brand Evolution Ever”

SUMMARY 03

Despite their less than satisfactory brand refresh, Pizza Hut still leads the restaurant pizza category, with a market share of 14.8% followed by Domino’s Pizza (9.9%), Little Caesars (7.8%) and Papa

John’s (6.4%).

Yum brands is the 43rd largest ad spender in the U.S., according to Ad Age's Datacenter, with a total of $897.5 million spent on both measured and unmeasured media in 2014.

Pizza Hut is the third largest Yum brand by ad spending, with about $233 million in the U.S. in 2014.

KFC had about $252 million in spending, while Taco Bell, the largest spender, had $356.6 million, according to the Datacenter.

The marketing efforts of Pizza Hut, according to the The Holmes Report, target families and single males between 25-34 years old. Even though during the last year Pizza Hut has undertaken one of

the biggest brand overhauls in company history, largely in an attempt to engage with Millennials, their sales lagged, forcing Pizza Hut to offer deep discounts to bring back old customers and

families.

Want to help them get back on their feet? To pitch Pizza Hut, you’ll need information about their target segments and competition, along with 3 different analyses:

• Competitive analysis• Audience Insights

• Trends watch

Important Facts & Figures

Important Facts & Figures 04

DEMOGRAPHICS 05

COMPETITIVE ANALYSISDEMOGRAPHICS

Domino’s PizzaPizzaHut Little Caesars Papa John’s

GENRES

MALE

0% 25% 50% 75% 100%

FEMALE

0% 25% 50% 75% 100%

DEMOGRAPHICS 06

13 - 17

0% 25% 50% 75% 100%

18 - 24

0% 25% 50% 75% 100%

25 - 34

0% 25% 50% 75% 100%

35 - 44

0% 25% 50% 75% 100%

45 - 54

0% 25% 50% 75% 100%

AGE

SINGLE

0% 25% 50% 75% 100%

MARRIED

0% 25% 50% 75% 100%

IN A RELATIONSHIP

0% 25% 50% 75% 100%

RELATIONSHIP STATUS

DEMOGRAPHICS 07

WHITE

0% 25% 50% 75% 100%

AFRICAN AMERICAN

0% 25% 50% 75% 100%

HISPANIC

0% 25% 50% 75% 100%

ASIAN

0% 25% 50% 75% 100%

RACE

COLLEGE

0% 25% 50% 75% 100%

HIGH SCHOOL

0% 25% 50% 75% 100%

GRADUATE SCHOOL

0% 25% 50% 75% 100%

EDUCATION

DEMOGRAPHICS 08

WITHOUT CHILDREN

0% 25% 50% 75% 100%

WITH CHILDREN

0% 25% 50% 75% 100%

PARENTING

<40K

0% 25% 50% 75% 100%

40K - 70K

0% 25% 50% 75% 100%

70K - 100K

0% 25% 50% 75% 100%

100K - 200K

0% 25% 50% 75% 100%

INCOME

>200K

0% 25% 50% 75% 100%

PSYCHOGRAPHICS 09

ART APPRECIATORS

0 50 100 150 200

BEAUTY AND WELLNESS AWARE

0 50 100 150 200

BUSINESS PEOPLE

0 50 100 150 200

DESIGN LOVERS

0 50 100 150 200

COMPETITIVE ANALYSISPSYCHOGRAPHICS


PSYCHOGRAPHICS 10

ENTERTAINMENT JUNKIES

0 50 100 150 200

FASHION LOVERS

0 50 100 150 200

FOODIES

0 50 100 150 200

GAMERS

0 50 100 150 200

HOME DECORATORS & DIYS

0 50 100 150 200

MOTOR LOVERS

0 50 100 150 200

PSYCHOGRAPHICS 11

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

MUSIC LOVERS NETIZENS

OUTDOOR ENTHUSIASTS PARTY GOERS

PET LOVERS POLITICALLY ACTIVE

PSYCHOGRAPHICS 12

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

PUBLIC FIGURE FOLLOWERS READERS

TRAVELERS NERDS

SPORTS ENTHUSIASTS TECHIES

INTERESTS 13

Pepsi

Snickers

Dairy Queen

Pringles

McDonald's

POPULARITY187.6

187.7

188

186

186

180

187

180

181

179

170

184

177

186

175

173

181

165

185

181

COMPETITIVE ANALYSISINTERESTS


AUDIENCE INSIGHTS 14

AUDIENCE INSIGHTS

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TRENDS 15

TRENDS

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pizza hut pitch brief

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