AGENCY
Purpose.Ant
WHAT I DID
Ideation
Art Direction
Design
BACKGROUND
How to tell the world that you'r also selling good chicken when you're a renown pizza restaurant?
CREATIVE SOLUTION
To introduce Pizza Hut's new chicken dishes, we staged a playful identity switch. Selected stores were transformed into chicken-specialized restaurants, giving customers a "deliciously" plot twist.
Familiar Pizza Hut spaces suddenly felt unfamiliar. Signage changed. Visual cues shifted. And for a moment, it looked as if chicken had taken over the brand.
The stunt turned a product launch into a conversation, proving that sometimes the best way to introduce something new is to temporarily become something else.
ACT 1 - TEASING
The Makeover 💄
Pizzahut places across the city appeared to be undergoing a suspicious renovation. For a moment, it seemed like the pizza chain was turning into ... a chicken restaurant?!
ACT 2 - LAUNCH DAY
The Plot Twist 🍗
When the covers came down, turns out Pizza Hut was still Pizza Hut. It just has chicken now.
The launch was celebrated with a chicken-filled event featuring games, dances, giveaways, and the debut of an unlikely hero: Mạnh Hùng, a delightfully goofy chicken mascot.
ACT 3 - AMPLIFICATION
The Fan Favorite 🐔
What began as a menu launch quickly became a character launch. Mạnh Hùng lived on through a series of collectible merchandise, from plush toys and tote bags to T-shirts, turning a product announcement into a fandom.
