Pizza Hut knows that traditional Italians consider its recipes a "culinary crime." Therefore, the brand decided to innovate in its new campaign: it sought the approval of Italians born in Japan, Lebanon, and Kazakhstan.
The social experiment tested the limits of culinary traditionOn one side, traditional Italians were invited to give their opinions. On the other, "non-traditional" Italians, without the purist mentality, evaluated their new pasta line.
The reactions were captured on video and revealed the culture shock. While some participants showed delight, others reacted with raised eyebrows at the masses served by the chain.
The campaign uses the irony of a brand that doesn't even have stores on Italian soil seeking the endorsement of "legitimate" citizens. The goal was to explore the emotional tension between protecting sacred cuisine and embracing the new.
According to Ahmad Hasan, Pizza Hut's marketing manager in the Middle East, the company knows its dough is unconventional. He stated that the brand decided to face the challenge head-on instead of running away from the label.
Creative director Augusto Correia emphasized that the courage to laugh at oneself helps the brand connect with people. For him, honesty makes communication more human and relatable to the audience.
The campaign resulted in a short film and social media content. The pieces use out-of-context phrases to create comedic moments and reinforce the brand's identity in the international market.
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