2009 SILVER

RESTAURANTS

SLEEPING PASTA GIANT

PIZZA HUT, PIZZA HUT

Brian Niccol, CMO
Bob Kraut, VP-Mktg. Comm.
Pat Dunigan, Sr. Dir.-Advt.
Chris Fuller, Mgr.-Public Relations
Bernard Acoca, Sr. Dir.-Digital & Promotional Mktg.

BBDO

David Lubars, Chrmn.-CCO N. Amer.
Bill Bruce, Chrmn.-CCO BBDO New York
Mike Towell, Sr. VP-Creative Dir.

MEDIAEDGE:CIA

IMC2

Scott Lindsey, Digital Creative Dir.

ZENO

Jay Joyer, VP

The objective: to make Pizza Hut's new, home-delivered Tuscani Pastas the biggest thing in the pizza category since pizza. In a world of super-convenient, inexpensive pasta options, that meant convincing people they could do better than the pasta they were currently eating at home. The campaign used 161 real, hungry and very surprised restaurant patrons to show that Tuscani Pastas are real, restaurant quality pasta, delivered to a customer's front door. The result: over-delivering sales objectives by 150%.