03 February 2009

Pizza Hut attracts families via atmAd

Pizza Hut has launched an innovative advertising campaign to promote its new, fixed price ‘Happy Hour' menu. The menu, available from January 19, has been amplified through a 2-week, national atmAd campaign.

The advertisements were broadcast across 3.3 million transactions at over 1,650 cash machines across the UK, ideally situated in close proximity to Pizza Hut restaurants. The campaign also included 825,000 take-away receipts which featured the address of the nearest restaurant in the area and menu details.

Claudia Nicholls-Magielsen, Marketing Director of Restaurants, Pizza Hut, said: "We needed an advertising medium which allowed us to engage in a dialogue with our target audience.  The combination of geographically targeted ATM advertisements and ‘reminder receipts' appealed to us as a powerful way of communicating with our customers. We look forward to welcoming families to try our new Happy Hour offering at a time of year when saving money is a high priority."

The atmAd advertisements were part of a wider, awareness-raising campaign, which will included TV, radio, roadside 6-sheets, mall 6-sheets and branded phone boxes. By highlighting the new Pizza Hut menu, the adverts aimed to drive consumers to restaurants directly from the cash machines.

Richard Rowley, Head of Media Sales, atmAd, said: "atmAd is a powerful media platform and is particularly effective as a highly targeted proximity element within a wider integrated campaign.  Our ability to run this campaign simultaneously across three different banking networks to coincide with the first pay-day of the year enables Pizza Hut to attract families following the Christmas break."