Contenders at Cannes 2024: Pizza Charts – Pizza Hut | Mediabrands Content Studio Malaysia

Leading up to Cannes Lions, we showcase creative campaigns submitted from across the Asia Pacific.

Campaign Background

Mediabrands Content Studio

Pizza Hut Malaysia knows everyone deserves a slice – especially when it comes to information. For World Hunger Day, they aimed to educate audiences on hunger issues with an innovative twist: Pizza Charts.

These charts, created by visually combining the Pizza Hut’s iconic food item, were released via Pizza Hut Malaysia’s digital menus and cleverly combined iconic pizzas with startling hunger facts.

By integrating awareness directly into the ordering process, they targeted customers already in “hungry mode,” maximizing the impact of the message. It’s a delicious reminder that everyone deserves a slice – both of pizza and knowledge.

Execution

To raise awareness for World Hunger Day, we transformed hunger statistics into a visual feast.

Using data from the UN and local governments, we created eye-catching “pizza charts” where percentages were represented by different pizza flavours, photographed, and showcased on Pizza Hut’s social media channels.

On World Hunger Day (May 28th), “Pizza Charts” took over the usual menu images on both the website and app, highlighting the issue while customers placed their orders. The campaign continued throughout the following month, and customers also had the option to donate with each purchase.

Outcome

Zero media spend, 1.6 million meals served! Our innovative campaign, leveraging our menu, fuelled a 5-week donation drive with PERTIWI Soup Kitchen, nourishing hungry families in Klang Valley.

The Work

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