Campaign of the Week: Pizza Hut "The Outdoers" Campaign Offers Sitcom-Style Ads

A new ad campaign from Pizza Hut claims that “Nobody out-pizzas the Hut.” The ad campaign features sitcom-style ads where people show how they can’t be outdone in various aspects of life. One ad, for example, shows an enthusiastic music fan. So how do consumers feel about this type of ad campaign? We asked 1,000 respondents about their pizza buying habits and then tested the impact of the ad.

Pizza Buyers

In Ask Your Target Market’s latest online survey, 2% of respondents said that they buy pizza every day. 8% buy it a few times per week. 40% buy pizza a few times per month. 23% said they buy it a few times every three months. 15% buy pizza less frequently than once every three months. And just 10% aren’t pizza consumers at all.Pizza Hut was the most popular pizza brand of those listed. 67% of respondents said that they have at least tried pizza from Pizza Hut. And 37% said that they go to Pizza Hut regularly.

Pizza Hut The Outdoers

Overall, 19% of respondents said that they are certain or practically certain about choosing Pizza Hut the next time they purchase pizza. And 21% said that it would be very probable. Of those who viewed an ad from the Pizza Hut “The Outdoers” campaign, 19% also said that they would be certain or practically certain about choosing Pizza Hut for their next pizza purchase. And another 19% said that it would be very probable.In addition, 58% of those who viewed the ad said that they are fans of sitcom-style TV shows, which the ads are sort of modeled after. Of those who are sitcom fans, 22% said they would be certain or practically certain about choosing Pizza Hut for their next pizza purchase. And another 22% said that it would be very probable.

Brand Attributes

In general, respondents tend to associate Pizza Hut with popularity more than any other brand. But they also ranked the brand highly in terms of taste, respectability and being made by a trustworthy company.

Key Takeaways

The Pizza Hut “The Outdoers” ad didn’t seem to really resonate with pizza consumers as a whole. In fact, those who viewed the ad were slightly less likely to say that they would choose Pizza Hut over other brands. But those results were a bit more positive when only considering those who are fans of sitcom-style shows. What that suggests is that this ad campaign would be most effective when only run during that type of programming. But it’s not only beneficial for Pizza Hut to air the ads during those shows - given the slightly negative impact they had on other viewers, it might be actually essential for them to target only those consumers.You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Pizza Hut Emmitsburg, MD by m01229 under CC BY 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on January 19-25 via AYTM’s online survey panel.