PIZZA HUT SERVES UP PASTA

Pizza Hut will seem a little more like “Pasta Hut” with the introduction of home-style, baked-to-order Tuscani pastas.

The pizza chain, part of Yum Brands Inc. in Canada, now offers pasta delivery across the country with the launch of new family-sized, baked Tuscani pastas.

The company wanted to enter the pasta category, which is as big if not bigger than the pizza category, “especially given the fact that Canadians consume pasta two-to-three times a week,” said David Ross, director of marketing for Pizza Hut in Canada.

Pizza Hut introduced the Tuscani pastas in Britain, the U.S., Asia, and Australia last year.
Ross said the launch also comes at a time when Canadians are looking for affordable and easy meal ideas.

“When you look at the economy and what families are in need of in terms of quick eat-in meals...people are looking for those in-home solutions,” he said. “So it’s about value, and it’s about quality.”

Tuscani pastas are available in Meaty Marinara or Creamy Chicken Alfredo starting at $14.99.
The name Pasta Hut is being communicated across all promotional materials and through TV commercials created by BBDO in New York and adapted for the Canadian market by Pizza Hut’s creative agency of record, Y&R, along with 15- and 30-second radio commercials.

ZenithOptimedia handled the national buy.
The chain also kicked off a nationwide sampling tour at Toronto’s Union Station yesterday, led by Chef Tuscani. The tour will continue in Vancouver, Montreal and Edmonton throughout the week. Strategic Objectives organized the events.