Hong Kong — Pizza Hut in Hong Kong has launched its latest campaign in support of Earth Hour 2022. The campaign seeks to connect Pizzahut with its fans on topics close to their hearts – this time with its ‘Join The Dark Side’ promotion. The campaign was done with advertising company Ogilvy.
Earth hour is a worldwide movement organized by the World Wildlife Fund. To mark this year’s event, the brand went ‘dark’ on its Hong Kong social media feeds on March 26, displaying a black logo and posting ‘blackout’ content.
To further support the World Wide Fund for Nature’s initiative, Pizza Hut also released limited edition candle ‘pizza savers’ on a first-come-first-served basis at stores across the territory. Starting at 6 pm on March 26, kits were given away to customers with any takeaway purchase. Fans were also encouraged to share their ‘dark side’ moments as they enjoyed a candlelit slice, to further increase awareness of Earth Hour.
Wendy Leung, marketing director at Pizza Hut Hong Kong, shared her thoughts on the campaign, saying “Environmental responsibility is important to all of us at Pizza Hut and the opportunity to support Earth Hour and raise awareness of climate change really aligns with our values as a brand.”
Simultaneously, Amy Cheng, associate creative director at Ogilvy Hong Kong, commented, “We want people to feel good about the contribution without compromising, so we make the hour in the dark enjoyable for Pizza Hut fans.”
