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Pizza Hut Philippines appeals to younger generation via tie-up with boyband SB19

Pizza Hut Philippines appeals to younger generation via tie-up with boyband SB19
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Manila, PhilippinesPizza Hut in the Philippines recently launched a new ad campaign featuring popular Filipino boyband SB19. The new ‘Make It Great’ campaign is the brand’s attempt to reach out to the younger market segment. 

Chacha Juino, COO of PPI Holdings, said, “Pizza Hut is great barkada fare and given this, we wanted to make the brand more relevant by connecting to our younger market. We believe that SB19 can effectively connect with this young market, which makes them a perfect partner for Pizza Hut.” 

“SB19 is the hottest P-Pop band right now not just locally but they’re also being celebrated in the global scene with sold-out virtual concerts and millions of fans,” Junio added.

She also shared that the idea of getting SB19 came from Araneta Group Chairman Jorge Araneta himself. The Araneta Group is the owner of the Pizza Hut franchise in the Philippines.

According to Juinio, Araneta was very impressed by SB19’s virtual concert, which was held at the height of the COVID-19 pandemic.

Abigail Marzan, business director of Havas Media, which led in developing the campaign further explained that “the brand wanted to make itself more relevant. To do that, they needed to become younger and more ‘everyday’. SB19 had that massive and young appeal combined with their music makes them the perfect brand endorsers.”

The new Pizza Hut ad is about turning good times with friends into something great with the help of the delicious pan pizza. The TVC features Pablo, Josh, Stell, Ken, and Justin singing a new Pizza Hut jingle based off SB19’s hit song ‘Go Up’. A music video, which is an extended version of the ad, was also released. 

Integrated media and creative agency Havas Ortega said it was a “treat” to work with Pizza Hut on the new campaign. After being away from their friends for more than two years, young people are craving to reconnect ‘IRL’, and the agency wanted to be part of those moments, expressed its Executive Creative Director Angie Tijam-Tohid.

She adds, “So, we designed the campaign to be a delightful experience in every way for our audience. The video is a feast for the senses – a hit track, enjoyable dance choreography, and the young idols having fun while prepping pizza. After watching, it will really make you crave for your fave Pizza Hut [flavours]. That’s why we’ve made it easier for our viewers to get their fill simply by scanning the QR code at the end and have it delivered to their doorstep — it’s a music video they can directly order from.”

Tohid also hinted that this is just the start of the collaboration and that more “treats” will be coming out in the future.

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