MANILA: BBDO/Guerrero Ortega has rolled out a tongue-in-cheek campaign
to promote Pizza Hut's Mexican pizza - the latest in a line of new,
cheese-stuffed crust pizzas which have taken the Philippines by
storm.
The agency has been running a series of print and television ads over
the past year, which has resulted in the brand growing its market share
by more than 60 per cent.
Previous executions used the talents of movie star Diether Ocampo to
endorse the new product range.
This time around, however, a Mexican hat in the shape of a pizza was
used in "order to keep the campaign fresh and innovative in line with
the new product which has become a huge and popular new craze in the
Philippines", said BBDO Philippines chairman and CEO David Guerrero.
"A five-second TVC that sport dancing Mexican pizza hats added spice to
the campaign," Guerrero said.
In addition to television and print, the Mexican pizza campaign also
employed other media channels, including POS and internet banners.
