Pizza Hut has launched a range of customisable My Box offerings giving the freedom of choice to consumers – on their own terms and conditions.
The brand has always been part of pop culture, and with the new launch, the company wants to reinforce a connection with an ever-changing generation that is strong, bold, and full of attitude.
It opted to frame its four boxes and variety of meals as a freedom of choice, and a lack of limitations, to resonate with Gen Z’s mindset.
Pizza Hut and its creative partner, Publicis Middle East, embraced this generational mindset – going against the terms and conditions, against rules, and against a boring life.
The campaign portrays four young people setting their own rules and posing to express their meal choices.
Different people with different terms and conditions.
“We’re all used to ‘Terms & Conditions’ everywhere, imposed on us in many different forms. So we turned it on its head. Instead of accepting it, people can now demand what they want on their own terms and conditions. And that’s what the new My Box range is all about,” says Augusto Correia, Creative Director at Publicis Middle East.
By presenting their consumers with more options for different eating occasions, Pizza Hut could be associated with more moments than just social gatherings.
The new range consists of the My Box, My Box Lunch, My Box Melts, and My Box Pro. From these four boxes, customers are free to choose from a variety of pizzas or melts, two sides or a drink, all at great value for money.
“We’ve come to realise that there is something profound about embracing your solo status that can truly make you feel confident. Our strategic introduction of My Box has proven to be a game changer, empowering our consumers to make their own choice without having to share.
“While Pizza Hut has long been associated with sharing meals, we are proud to position ourselves with this range as a brand that caters to the unique tastes of our customers”, says Ahmed Sabri, Marketing Manager at Pizza Hut Middle East.
