PIZZA HUT UAE

Pizza Hut boosted ad recall by 6% after adding branded content video ads on Instagram to the launch campaign for its 36-slice Super Limo mega-pizza.

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THE STORY
For the love of pizza

Pizza Hut is an American multinational restaurant chain founded in 1958. Owned by Yum! Brands, Inc., it is headquartered in Texas and operates over 17,000 restaurants worldwide. Pizza Hut has been in the MENA region for over 40 years.

6%

lift in ad recall

3.5%

lift in recommendations

1.8%

lift in purchase intent

Through an exciting partnership with Meta team, we ran a branded content test campaign where we combined the impact of influencer activity, paid media and data-driven measurement. We are really thrilled by the great results of this campaign with our ad recall uplift of six points better than regional average. We are looking forward to continuing this collaboration with Meta team to scale branded content campaigns further.
CHINMAYEE MAYYA, PERFORMANCE MARKETING MANAGER, PIZZA HUT UAE
THE GOAL
Increasing brand awareness

Pizza Hut's goal was to drive awareness about Pizza Hut and its one-metre Super Limo Pizza with Oreo cookies.

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THE SOLUTION

Short videos from influential creators

To spread the word about its one-metre Super Limo pizza, Pizza Hut UAE worked with Meta Business Partner Vamp on a series of branded content collaborations with local food influencers. They created short, engaging videos focusing on the Super Limo and how it can help bring large groups of family and friends together.

Branded content on Instagram enables people to learn about a product or service through a person whom they follow. Businesses do this by partnering with creators of their choice. The posts and stories from these partnerships are known as branded content.

Pizza Hut chose Instagram because it wanted to reach out to young adults up to the age of 25. It found that running branded content alongside its usual campaigns was more effective than running branded collaborations with influencers alone. Combining the two messages drove the highest incremental impact for the business and brands.

The campaign ran from May–July 2022, and results were measured with a brand lift study, which included:

  • 6% lift in ad recall
  • 3.5% lift in recommendations
  • 1.8% lift in purchase intent
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We are extremely happy with the results Pizza Hut achieved from this creator collaboration. The authentic content produced by Vamp creators ensured the branded content ads resonated well with target audiences, and achieved the desired outcomes against targeted metrics.
KARL MAPSTONE, CO-FOUNDER & HEAD OF MIDDLE EAST, VAMP
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