Pizza Hut: HOT together music video

Fast food brand Pizza Hut made the most of insights into the traits of its Gen Z target audience to increase the appeal and engagement of its campaign in Taiwan.

Background & Context

Though Pizza Hut is a leading brand in Taiwan, the majority of customers are families with kids. For Generation Z (Gen Z), Pizza Hut is less connected to their daily life than it is more like a brand for a celebration or gathering. As the sub-replacement fertility in Taiwan becomes increasingly severe, coupled with the fact that the key competitor, Domino's Pizza, has adopted a low-cost strategy in recent years to capture the younger segment, winning Gen Z within this limited base is the key factor for Pizza Hut's growth in the future.

Since 2020, Pizza Hut...

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