MBCS has partnered with Pizza Hut to launch a new campaign tied to the Ramadan and Raya festive season, introducing a limited-time menu item: the Pizza Ayam Bakar.
Translating to “Not Your Ordinary Flame Grilled Chicken,” the campaign centers around a pizza inspired by traditional bazaar-style grilled chicken.
To bring attention to the launch, the brand installed a smoke projection billboard above a Pizza Hut outlet near one of Kuala Lumpur’s busiest Ramadan bazaars, attracting foot traffic to the store.
“Ramadan/Raya is a time of food and gatherings, and a classic favourite is the ayam bakar – found in every bazaar. But who’s to say that ayam bakar is just for the bazaar?” said Mun Tuck Wai, Executive Creative Director with MBCS.
“Sending smoke signals is an age-old tradition, and we looked to lure our customers right to our doorstep to experience ayam bakar like never before. A pizza with these flavours needs a launch that’s equally as bold, and we wanted to tickle that curiosity when introducing an ayam bakar that is out of the ordinary.”
In addition, an activation at local bazaars and an in-store contest introduced the Pizza Ayam Bakar promotions and an opportunity to win free pizza for those who could say the pizza’s tongue twister of a name in the game “Say My Loaded Name”.
“At Pizza Hut, we believe that the best flavors are the ones that resonate with our customers’ hearts and taste buds. With the Pizza Ayam Bakar, we’ve worked hard to craft a truly authentic taste experience that reflects the unique flavors of ayam bakar that you’d get from our local bazaars,” said Aileen See, Chief Marketing Officer of Pizza Hut Malaysia.
“The MBCS team have integrated this sensory element of smoke that you’d get from the grill into our campaign, blurring the lines between tech, creativity and cultural relevance for an unforgettable campaign. It’s not just about selling pizza; it’s about the celebration of Ramadan/Raya through our shared language of food.”
