Pizzas dancing to new tune in the Philippines

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.

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