Restaurant chain creates UK-wide long-term media holding on i-design’s third party advertising solution atmAd, as it aims to reach hungry consumers in 2010
Pizza Hut– the UK’s leading pizza restaurant and delivery chain –has today announced that it has created a 12-month holding for media space on atmAd, i-design’s market leading self-service advertising solution. The restaurant chain is working with atmAd to drive restaurant footfall by specifically targeting consumers withdrawing cash during the last week of each month, coinciding with payday.
The Payday campaign, planned and booked by media planning agency Starcom, will promote Pizza Hut’s £4 Happy Hour Menu at high street ATMs within close proximity of restaurants nationally and each week-long burst will aim to deliver over 750,000 one-to-one consumer impacts, driving awareness of the value offer amongst an audience who have money to spend on eating out.
Justin Stark, National Sales Director at atmAd, commented, “To use digital out of home effectively, it’s vital that brands deliver a contextually relevant message to their target audience. This is an example of a brand that really is thinking creatively and strategically about how to reach its target audience. By working with us to secure a month-end spot Starcom has enabled Pizza Hut to intelligently target its audience at both the right time and in the right place.”
Clare Watson, Brand Communications Manager, Pizza Hut UK said, “Happy Hour is a great value tea-time treat for families, offering a restaurant experience at fast food prices, and working with atmAd has given us the flexibility to engage our target audience in a manner which is more relevant to their mindset. The combination of geographically-targeted atmAd and the month-end campaign burst provides us with a powerful way to maximise the effectiveness of our customer communication, reaching people at an appropriate moment when money is in the bank.”
The new agreement follows the successful promotion of Pizza Hut’s £4 Happy Hour deal across atmAd’s national network in 2009, research for which proved that atmAd was effective at reaching Pizza Hut’s target audience of families and young adults and that as a result of seeing the ad, consumers would be more likely to visit in the near future.