How to make people
jiggle like shrimps?
To celebrate cultural values in next story of the local Pizza platform, Pizza Hut triggered the pride on Vietnamese heritage in a more exciting, quirky way via new product inspired from a famous Vietnamese street food – The Dancing Shrimp Pancake (Banh Xeo Tom Nhay).
Originated from Binh Dinh province, Banh Xeo Tom Nhay has won the hearts of food-lovers for its taste, affordability and availability - this dish can be found almost anywhere. So how can we transfer the spirit of this much-loved local dish to introduce our new Pizza Banh Xeo Tom Nhay?
Initially we presented a TikTok led campaign for this launch, for obvious reasons: The rising of TikTok as a social platform for young audience in Vietnam, the name of the pizza clearly suggests dancing (Tom Nhay). However, since client hasn't had any experience in doing so, there was hesitation and we came back with a film execution, OOH assets and a TikTok dance challenge as sustain activity.
By humanizing shrimp and green mustards, we bring to life the ingredients story and proudly bring to the stage the exciting combination of pizza and Banh Xeo Tom Nhay.
The film is a musical / drama / dance battle segment that spotlights the love story between Dancing Shrimp and Green Mustard to fight against all odds for love on top of the remix of THE MOI NGON.
Thematic film
The visual is used across multiple platforms to further communicate our story and engage with consumers in a younger way.
On TikTok, we host a Dance Challenge so people can replicate our signature dance move in the Thematic Film.
On Facebook, we create a photo album telling the love stories of the main characters in a Gen Z manner. Besides, Minigame and Contextual Social Contents are used to keep them engaging.
We also introduce a brand new packaging for Pizza Hut. A new shape and the integration of the Brand's Tagline THE MOI NGON echoes across the packaging to emphasizes on our Brand Story: Whatever the occasions, Pizza Hut delivers more than expected.
Photos courtesy of Pizza Hut Vietnam
Creative team:
ACD - Nguyen Huy-Vu, Copywriter - Linh Lieng, Jr AD - Hung Huynh, Designer - Chau Ho, Jr Copywriter - Chau Bui
