Pizza Hut: Best Part Of Pizza

Credits & Description:

Campaign name: Super Pan
Year/ID: 2014 / E_62_021_G14
Group: E. Direct Communication
Subgroup: 62. Multidimensional direct mail and small printed materials
Award: Silver Drum
Product and services: Food
Registrant: BV Mccann Erickson Romania
Country: ROMANIA
Brand name: Pizza Hut
Advertising agency, city: McCann Erickson, Bucharest
Art director: Arpad Rezi, Alin Sirbu
Executive Creative Director: Adrian Botan
Copywriter: Sebastian Olar, Oana Gheorghe
Creative director: Catalin Dobre, Dinu Panescu
Designer: Roberta Schuster
Account Director / Manager: Gabriela Alexandrescu, Simona Geaca
Strategic Planner / Strategist: Diana Ceausu
Client Account Director / Manager: Monica Eftimie
PR Director: Carmen Bistrian
Other credits: Simona Geaca - Account Manager; Ionela Buta - CS Director
Creative idea explanation: When Pizza Hut introduced Super Pan, a crust whose edge is filled with delicious cheese and tomato sauce, just TALKING about the new recipe through ATL channels didn't break through the clutter. Our task was to PROVE the qualities of the new recipe by communicating it as a solution for those who abandon their crust edges in the box. We created a special pizza and a special delivery box that highlighted the best part of Super Pan: JUST the crust edges. 'Edge Pizza', crust edges so good that you can eat them without needing the actual pizza.