Pizza Hut ad shows plan to topple Domino's in UK: Iris aims at former client

Global restaurant chain Pizza Hut has outlined its intent to seize market dominance in the UK with a scratching ad campaign favourably comparing it to rival Domino's.

It is Iris' first campaign for Pizza Hut Delivery since it was appointed as the brand’s lead strategic and creative agency last year. The agency has a deep knowledge of the market having worked with Domino's for a period until 2017, it has leaned on this with the launch of the ‘now that’s delivering' campaign.

In the creative, the brand outlines the quality of its food by referring to an independent UK taste test, it reemphasized that the brand also delivers to homes, launched a loyalty scheme and documented a £5 favourites deal. The creative cuts up into 20-second spots for five individual pledges.

Ian Bradbury, managing partner of Iris, said: “This is just the beginning of our journey with Pizza Hut Delivery and it’s a fantastic opportunity to reinvigorate such an iconic brand”.

Beverley D’Cruz, sales and marketing director at Pizza Hut Europe and UK, added: “Pizza Hut Delivery is on a mission to be the easiest, fastest and tastiest place for pizza. We’ve been successful in taking on the competition in other markets and with Iris’s experience in the category they have been the perfect partner to help bring this to life in the UK”.

The work launched on Boxing Day. It is supported by 20 second and six second films on Facebook and YouTube.

The creative will also play on social, where Tangerine helps the brand make an impact. The agency talked The Drum through getting the tone right on social here last year.

Vote for the campaign in The Drum's Creative Works below.

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