Indonesia – To break through Indonesia’s highly competitive food and beverage market during Ramadan, Pizza Hut Indonesia has unveiled a bold and unconventional move—a two-hour-long ad titled “NON-STOP SERU 2 JAM BARENG DIP & CRUNCH.”
Departing from the usual emotional tone of Ramadan ads, the campaign film takes an unconventional approach, featuring a continuous loop of humour and togetherness. It highlights Pizza Hut Indonesia’s 1-metre LIMO Pizza and the newly introduced Dip & Crunch through a playful and unexpected format.
In just two weeks, the campaign gained significant traction, drawing high viewership and engagement. The ad’s extended format and catchy jingle resonated with audiences, reflecting the Ramadan tradition of prolonged togetherness.
Pizza Hut Indonesia’s approach highlights the impact of unconventional marketing in a crowded Ramadan advertising landscape. By stepping away from traditional formats, the brand demonstrated how bold creative choices can capture attention and foster cultural relevance.
Astari Fitriani, senior brand & innovation manager at Pizza Hut Indonesia, said, “As a brand that has been in Indonesia for four decades, we continue to strive to stay relevant by understanding the essence of Indonesian culture towards the Ramadan season and translating it into distinctive creative material to break the clutter.”
Fitriani added, “It might seem like a risky choice, but we are glad that the audience’s reception has been positive. This encourages us as a brand to continuously be a pioneer, pushing boundaries, innovating, and not just sticking with the status quo.”
