CAMPAIGNS: International Media Relations - Pammi grabs a pizza the action

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.

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.



Objective



To gain national press coverage in support of the commercial launch

particularly trying to maintain Pizza Hut branding in the coverage of

Anderson Lee.



And to gain international press coverage following the launch of the UK

commercial.



Tactics



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

launch.



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.



Results



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

Late Review.



Verdict



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

agencies.



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

Budget: Undisclosed



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