Pizza Hut Indonesia made a bold move this Ramadan with a 2-hour-long advertisement, collaborating with local agency Inner Circle. Titled “NON-STOP SERU 2 JAM BARENG DIP & CRUNCH,” the ad set itself apart from typical emotional Ramadan campaigns, opting instead to feature a continuous loop of fun and togetherness. The commercial highlighted Pizza Hut’s iconic 1-meter LIMO Pizza and the launch of their new Dip & Crunch offering.
“As a brand with four decades of history in Indonesia, we are committed to staying relevant by understanding the unique cultural nuances of Ramadan and expressing them through innovative, distinctive creative materials,” said Astari Fitriani, Senior Brand & Innovation Manager at Pizza Hut Indonesia. “Though this approach may seem risky, the positive reception from our audience has been encouraging. It motivates us to continue being pioneers, pushing creative boundaries, and embracing innovation rather than settling for conventional approaches.”
The campaign quickly gained traction, accumulating a significant number of views and generating substantial engagement within just two weeks. The ad captured the essence of Ramadan’s spirit of togetherness, with its extended duration and catchy jingle keeping viewers entertained. In a month dedicated to cherishing long-lasting moments, Pizza Hut’s unusual approach resonated with audiences.
This successful campaign highlights the power of creative risk-taking. In an oversaturated Ramadan marketing landscape, Pizza Hut’s willingness to innovate and defy norms not only helped them stand out but also reinforced their cultural relevance in the Indonesian market. The campaign’s success demonstrates that pushing creative boundaries can lead to significant engagement and renewed brand connection with consumers.
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