- Pizza Hut has appointed Interpublic Group’s Deutsch and WPP’s VML to lead creative strategy and customer marketing, respectively, for the chain’s physical and digital touchpoints, according to details shared with Marketing Dive.
- Deutsch’s duties will include mass media brand and artistic strategy specializing in video content, paid social and revolutionary brand moments. VML will lead omnichannel strategy, integrated consumer promotions, creative social programs, loyalty and CRM efforts, digital asset strategy and execution.
- Omnicom’s GSD&M had previously handled creative duties for Pizza Hut. The assignments were made and not using a formal review and arrive because the pizza chain attempts to overcome a sales slump.
Pizza Hut’s latest agency assignments come because the chain looks to reinvent itself and switch around its business. After the chain saw its U.S. same-store sales drop 6% in the primary quarter, it shook up its executive ranks by naming a brand new global chief brand officer in Kalen Thornton and a brand new U.S. chief marketer in Melissa Friebe. Weeks prior, the chain appointed a brand new U.S. president in Carl Loredo, an exec who previously served as global chief marketing officer for Wendy’s.
Pizza Hut parted ways with GSD&M in August, and it should come as little surprise that the chain would move forward with Deutsch as an alternative. Deutsch can also be the lead agency for Pizza Hut’s Yum Brands sibling Taco Bell, which was where Friebe was previously chief brand strategy officer. In a press release, Friebe said the appointment of Deutsch and VML to the corporate’s roster signals the priority being placed on creative work and customer engagement to develop into “a frontrunner inside such a competitive category.”
“We asked our latest agencies to partner with us as business problem solvers, not only creative marketers,” Friebe said. “We imagine they may bring forth the energy, creative strategy, diligence and the love for pizza needed to ensure our brand stands out amongst multiple generations of pizza enthusiasts.”
While Pizza Hut’s business has continued to struggle, it has turned heads with some quirky marketing stunts of late, including campaigns that celebrated delivery drivers with a free pizza through the holiday season and helped people break up with their significant others on Valentine’s Day. The chain also sent delivery vehicles with QR codes through other chains’ drive-thrus to encourage consumers to “cheat on their cheeseburger.”
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