Approved by carnivores
We are currently Pizza Hut’s lead creative and strategic agency and have partnered with them since 2017, working across 30 markets in Europe.
Tapping into the increasing market for plant-based and meat-free alternatives, Pizza Hut partnered up with Beyond Meat, offering Pizza Hut customers a meat-free twist on classic flavour favourites.
To illustrate that the Beyond Meat Pizza would still deliver the full Pizza Hut experience as well as meeting Pizza Hut’s uncompromising standards for taste, we launched ‘Approved by Carnivores’.
Client
Specialisms involved
We are currently Pizza Hut’s lead creative and strategic agency and have partnered with them since 2017, working across 30 markets in Europe.
Tapping into the increasing market for plant-based and meat-free alternatives, Pizza Hut partnered up with Beyond Meat, offering Pizza Hut customers a meat-free twist on classic flavour favourites.
To illustrate that the Beyond Meat Pizza would still deliver the full Pizza Hut experience as well as meeting Pizza Hut’s uncompromising standards for taste, we launched ‘Approved by Carnivores’.
Pizza Hut x Beyond Meat
Launched in July, the 30s film edit and audio spot demonstrats that even one of the world’s greatest carnivores, Clarence the lion, would enjoy the new plant-based pizza.
The film sees Clarence being caught on CCTV stealing the new pizzas from a Pizza Hut delivery driver, showing how the irresistible Beyond Meat Pizzas are in high demand by carnivores across the nation.
Pizza Hut's ambassador Parker goes on to explain how the new pizzas are so mightily meatilicious that they are even ‘approved by carnivores.’
The narrative was extended by a supporting social campaign in the UK and amplified by a partnership with LadBible.
Influencers Sam Thompson and Pete Wicks shared comical content filming themselves driving past Clarence the lion on a motorbike as he is caught on the run after stealing the Beyond Meat pizzas. The content was shared across both their and Pizza Hut's owned social channels (Instagram & TikTok).
Highlights
