The Edge made its annual limited-time return to the Pizza Hut menu. But when you “bring back” the same pizza year after year, the comeback story can feel a bit stale. Pizza Hut needed to show Pizza lovers how the Edge takes craveability to a whole other level.
With a light crust and incredible flavor packed all the way to the edge, this is a pizza where you could eat the entire thing without noticing. As digital commerce increases in importance for Pizza Hut, we felt we could highlight this unique product attribute in a similar way across all our major digital touchpoints.
We took the pizza with edge-to-edge flavor, from edge-to-edge on every digital screen. We ran a series of emails to educate, entice and excite our Hut Rewards members about the return of The Edge. We coupled our emails with SMS & Push notifications that drove customers to order through the app. We rounded out our digital touchpoints with an extensive digital display campaign covering us on everything from full page takeovers to smaller banner sized assets. All of this culminated on our eCommerce site where The Edge took center stage on our Hero tile.
Drove eCommerce Sales Increase vs PY
Drove Overall Sales Increase vs PY
Garnered Increased Acquisitions