Blog

Objective / insight

• Over the last year, pizza has become a pandemic staple, escalating a long-running rivalry between the major chains. Pizza Hut has enlisted the help of an old friend: Pac-Man, in order to boost profits and gain a larger slice of the pie.
• The Pac-Man character is owned by Bandai Namco Entertainment Inc, and Yutaka Fuse, the company’s head of licensing and branding, recently addressed the Pizza Hut partnership. « Pac-Man’s concept and development were influenced by the shape of a pizza with a slice cut out of it, making this collaboration so fitting for the Pac-Man brand ».

Implemented strategy

• George Felix, Pizza Hut’s chief marketing officer, summarized the strategy: “The idea behind ‘Newstalgia’ was born out of listening to our customers and celebrating all the things they associate with and love most about the brand, » he said. « Whether it’s the Tiffany lamps, arcade games, the red cups, the red-and-white checkered tablecloth or, of course, our iconic pizzas – and fusing those timeless equities with modern innovations, as seen with the partnership with Pac-Man and limited-edition AR box.”
• Pizza Hut teamed up with producer, comedian, and new spokesman Craig Robinson for a TV advertisement to help spread the word about the campaign. He is seen playing « Pac-Man » while eating a $10 Tastemaker pizza in the commercial.