Pizza Hut launches Singapore campaign promoting delivery service

Pizza Hut has launched a JWT-produced through-the-line drive to promote its delivery service in Singapore. The Hot Dot campaign, which launches this week, will first unveil through bus stop posters. The pizza restaurant is keen to stress the importance of a hot meal and how its new insulated hot dot sticker can guarantee that.In 2003, they were the first to introduce the hot pouch in Singapore, to keep pizzas hot during the delivery process. Currently, Pizza Hut has introduced the city-state’s first Hot Guarantee where each pizza delivered in an insulated hot pouch is pasted with a hot dot sticker. If the pizza is hot on arrival, the special heat-sensitive sticker will transform from its original black to white, revealing the word “hot”. If the guarantee is broken, the customer’s next pizza is on the house.“The Hot Dot is an innovation that Pizza Hut is proud to bring to Singapore, to demonstrate our passion in delivering hot pizzas. It is a device used to prove to our consumers that our pizzas are hot. The Hot Guarantee is a promise to our customers to strengthen their trust in our brand. This Hot Dot campaign was the reason JWT won the account as we believe it has great insights and an intriguing creative angle,” said Juliana Lim, director of marketing, Pizza Hut Singapore.“Hot has always been Pizza Hut delivery’s brand positioning. With the introduction of the Hot Dot and the Hot Guarantee programme, the team decided that this is the perfect platform to re-brand Pizza Hut as the Hot Delivery provider. Hence, different consumer scenarios are depicted to bring out the benefits of eating hot food,” added Ai Mai Ong, JWT Singapore associate account director.