Mitey Stuffed Crust
Pizza Hut
How do you get Aussies interested in trying Pizza Hut's new Vegemite Stuffed Crust? You show them how much the rest of the world hates it.
January 2015: No. 1 on Facebook and trending on YouTube on launch day. Two million views in the first three days alone. International press coverage. It even compelled Forbes to write an article entitled ‘The Creative Power of Alienating an Audience’. Want to read it?
“Pizza Hut Shows Us The Creative Power Of Alienating an Audience”
“Pizza Hut debuts ad with people who call its pies ‘sh*t’ and ‘petrol’”
“Hilarious ad shows backpackers wincing in disgust”
“Wonderful Pizza Hut ad shows people being totally digested by its pizza”
“The brave new campaign”
“Crafty reverse psychology”
“Pizza Hut channels challenger brand mentality ”