Pizza Hut’s global advertsing campaign needed a rare creature,
someone who was as instantly recognisable in the Middle East as in
eastern or western Europe or Australia. Baywatch beauty Pamela Anderson
Lee not only fitted the bill for fame, but also seemed to represent the
concepts of ’ fun’, and ’having a good time’ - brand images of Pizza
Hut’s deep pan pizzas.
Baywatch at one time had the world’s biggest viewership and appealed
particularly to a young audience.
A new element to the campaign was Anderson Lee’s two-day European tour,
when she made personal appearances to support the commercials in four
European countries: two at Pizza Huts in Belgium and Spain, but also in
a Polish night club and a German hotel.
To gain national press coverage in support of the commercial launch
particularly trying to maintain Pizza Hut branding in the coverage of
And to gain international press coverage following the launch of the UK
A Freud Communications international team co-ordinated with Anderson
Lee’s agent and with the PR agencies in individual countries, to produce
press packs in support of the commercials. A UK team handled the
commercial launch in the UK.
Apart from providing all the agencies with a standard, customisable,
press pack containing information about Pizza Hut and Pamela Anderson
Lee, Freud provided an electronic press kit with behind-the-scenes
footage of the commercial being made.
PR agencies were given a 30-page briefing with guidelines on getting
coverage, leaning on ’exclusives’, and offering teasers and ideas for
press conferences. Agencies were instructed not to contact the
international press - the international launch was included with the UK
National advertising campaigns were launched at different times,
beginning with Belgium and Spain in November and December 1996, Poland
in January 1997 and the UK and German launches in early February at the
time of her personal tour.
A Belgian Pizza Hut marketing manager claimed that this was the
country’s biggest media event since the Pope’s visit.
In Spain, where newspapers are scarcely read, she appeared on ’every
single front cover and television station’ according to Freud. A similar
level of coverage in Poland was crowned by a sought-after appearance on
Poland’s main TV station, which even mentioned Pizza Hut.
In the UK, the tabloid press was the main target, and Anderson Lee’s
commercial was featured as a double-page spread in the Sun on an
exclusive basis. TV appearances included GMTV, the Big Breakfast and the
For a campaign with lots of topping, easy on the capers, and a little
sauce on the side, Pizza Hut couldn’t have scored much higher. The
apparent willingness of the press to plug Pizza Hut along with its
coverage of Anderson Lee’s appearances was a testament to the
thoroughness of Freud’s international briefing programme for local
Basing its PR campaign on a European tour for the commercial was clearly
a recipe for success for Pizza Hut.
Campaign: Pizza Hut
Client: Pizza Hut
PR Team: Freud Communications
Timescale: October 1996 to February 1997