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'Liar liar pants on fire' trousers forge Pizza Hut's discount commitment


By Imogen Watson, Senior reporter

September 1, 2019 | 3 min read

Pizza Hut Delivery has launched the second instalment of its 'Now That's Delivering' campaign that focuses exclusively on its discount menu as 'Too good to be true, but true.'

Pizza Hut Delivery

Pizza Hut Delivery

Back in January, Pizza Hut outlined its intent to seize marketing dominance in the UK with an ad campaign that comparing it to rival Domino's. "Our goal is to be a distinctive brand that offers the easiest, fastest and tastiest pizza in the UK," explained Pizza Hut UK's chief marketing officer, Beverley D'Cruz. "We want to show that in a way that's fun, tongue-in-cheek and lighthearted."

Pizza Hut Delivery went broad on the first ad went, covering its loyalty program, speed guarantee and taste test. This time around it is focusing exclusively on Pizza Hut Delivery's '£5 Favourites Menu.'

"We weren't able to go deep on any one phase," said D'Cruz. "This campaign is built on establishing our value, so we're going deeper into that space."

A return for its brand ambassador, Parker J Patterson, D'Cruz explained that his job now is to "bust the myth" to convince customers of the legitimacy of the discounts being offered as part of the deal.

Adopting the children's classic saying 'liar liar pants on fire' Patterson takes part in ‘Pants of Truth’ game. Wearing '‘The liar liar pants on fire Pants of Truth,’ Pizza Hut Delivery's ambassador allows him to visually demonstrate the difference between a truth and a lie.

He opens with the statement "professional footballers are underpaid," upon which his trousers promptly burst into flames - a lie. He then says "Pizza Hut's £5 favourites menu offers everyone medium-size pizza and sides for just £5." His sequined 'liar liar' pants stay in one piece, no fire in sight - a truth.

The campaign was created by creative agency, Iris London. Back in February of last year, Pizza Hut UK appointed Dominos' former agency to oversee the creative and strategic account of its delivery business, which is thought to be worth around £10m.

Commenting on Iris London's involvement with the pizza brand, Ian Bradbury managing partner said: “'Too Good to Be True, But True' is about hitting a consumer misconception head-on. £5 Favourites is a genuinely amazing deal we wanted to highlight that in an entertaining way.”

Directed by Fatal Farm, the campaign launches with a 70” hero spot. The hero film is supported by a series of 6” retargeting assets. The films will go live across YouTube, Facebook, Instagram, Twitter, Twitch and Tabmo.

Pizza Hut Delivery: Too Good to be True, But True by iris

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