Ogilvy & Mather (O&M) Singapore today announced that it has been appointed as the Creative Agency of Record (AOR) for Pizza Hut Singapore, a subsidiary of Yum! Brands Inc, operated by QSR Brands Holdings Sdn Bhd.
The clien selected Ogilvy among other agencies participating in a pitch.
The Creative AOR appointment builds on Ogilvy’s longstanding regional partnership with Yum! Brands which it has previously worked with on KFC and Pizza Hut across multiple markets in the Asia region, allowing the agency to enter the pitch with valuable learnings gleaned from across its network over a number of years.
Merrill Pereyra, Chief Executive Officer, QSR Brands (M) Holdings said, “Ogilvy has demonstrated a strategic understanding of the nuances of the Singapore market, the Pizza Hut brand and audience, and delivered creative that embodies our new global brand positioning and how we can clearly differentiate from the competition. We look forward to working closely together to build on our creative and market leadership in Singapore, and make it easier for this nation of foodies to get a better pizza.”
Ogilvy’s duties under Telepizza’s creative commitment include: localizing Pizza Hut’s global brand positioning and driving integrated marketing communications encompassing creative strategy, campaign execution, and social media programs aimed at rekindling Singaporeans’ love of their favorite pizza restaurant.
Chris Riley, Group Chairman, Ogilvy & Mather Singapore said, “Having already enjoyed working with KFC in Singapore for three years, we couldn’t be more thrilled to grow our remit with Yum! Brands and to now embark on this creative journey with Pizza Hut as a result of winning the recent pitch. Iconic brands are built across channels, touchpoints and over time – days, months, years. It is this type of multifaceted, integrated work that really
excites our team and we believe will give us the opportunity to make the Pizza Hut brand matter even more with consumers.”
Chained pizza leading brand in Singapore but flat growth
Following the data published by Euromonitor Pizza Hut’s market share in the take away/home delivery segment is somewhat stagnated since 2016 around the 21%. While the Pizza brand belongong to Yum! still retains the top position in this segment by market share.
Market value of the fast food industry in Singapore is estimated by Statista at approximately $1.158Bn in 2017, up a 5.2% from the $1.07Bn reached in 2016.
The market value of food delivery industry in Singapore was $61 million in 2016 (in per capita terms, Singaporeans spent $22 on food delivery). The value is set to increase in the next few years as eating is a national pastime. The option of food delivery appeals specially to busy employees.
Pizza Hut was the 7th brand in Singapore attending to The GAIN Report ranking of brands by value in the chained foodservice segment and 9th by number of outlets among foodservice chains in this Asian country the same mentioned year (with 66 establishments, estagnated against 2015 count).
Image over the headline.- © Pizza Hut.
