Pizza Hut adds Deutsch, VML to agency roster

Dive Brief:

Pizza Hut has appointed Interpublic Group’s Deutsch and WPP’s VML to lead creative strategy and customer marketing, respectively, for the chain’s physical and digital touchpoints, according to details shared with Marketing Dive.
Deutsch’s duties will include mass media brand and creative strategy focusing on video content, paid social and innovative brand moments. VML will lead omnichannel strategy, integrated consumer promotions, creative social programs, loyalty and CRM efforts, digital asset strategy and execution.
Omnicom’s GSD&M had previously handled creative duties for Pizza Hut. The assignments were made without a formal review and arrive as the pizza chain attempts to overcome a sales slump.

Dive Insight:

Pizza Hut’s new agency assignments come as the chain looks to reinvent itself and turn around its business. After the chain saw its U.S. same-store sales drop 6% in the first quarter, it shook up its executive ranks by naming a new global chief brand officer in Kalen Thornton and a new U.S. chief marketer in Melissa Friebe. Weeks prior, the chain appointed a new U.S. president in Carl Loredo, an exec who previously served as global chief marketing officer for Wendy’s.

Pizza Hut parted ways with GSD&M in August, and it should come as little surprise that the chain would move forward with Deutsch in its place. Deutsch is also the lead agency for Pizza Hut’s Yum Brands sibling Taco Bell, which was where Friebe was previously chief brand strategy officer. In a statement, Friebe said the appointment of Deutsch and VML to the company’s roster signals the priority being placed on creative work and customer engagement to become “a leader within such a competitive category.”

“We asked our new agencies to partner with us as business problem solvers, not just creative marketers,” Friebe said. “We believe they will bring forth the energy, creative strategy, diligence and the love for pizza needed to ensure our brand stands out among multiple generations of pizza enthusiasts.”

While Pizza Hut’s business has continued to struggle, it has turned heads with some quirky marketing stunts of late, including campaigns that celebrated delivery drivers with a free pizza during the holiday season and helped people break up with their significant others on Valentine’s Day. The chain also sent delivery vehicles with QR codes through other chains’ drive-thrus to encourage consumers to “cheat on their cheeseburger.”