Casts the spotlight on passionate Malaysians with belief that “Passion makes things better”
Pizza Hut Malaysia, Malaysia’s No. 1 pizza chain has recently launched their ‘Passion’ campaign along with their all-new recipe for its signature pan pizza. Celebrating and supporting passion found in all Malaysians, the campaign seeks to inspire Malaysians with Pizza Hut’s brand belief that passion just makes everything better.
Jean Ler, Chief Marketing Officer of Pizza Hut Malaysia said, “We launched the ‘Passion’ campaign because it demonstrates our brand belief in being authentic and helping consumers live their lives to the fullest. Passion is the key ingredient in this. As human beings, we see and feel the difference when something is done with passion, and we are inspired by stories of people who dared follow their passions and succeeded.”
“At Pizza Hut, our passion is in making great tasting pizzas, and we’ve poured it into making a tastier, fresher and crispier pizza with our new pan pizza recipe. We call it ‘passion you can taste.’ This is why we collaborated and partnered with similarly passionate people to introduce the new pan pizza by sharing an inspiring message every Malaysian can get behind: Live life to the fullest and do what you love with passion.”
The ‘Passion’ campaign was launched with a television commercial showcasing Malaysians who are known for their passion in doing things they love – a film director, graffiti artist and music producer. The campaign has since extended to other media as well, from print publications to billboards, and live activations including a collaboration with popular band Bunkface for the recent Merdeka Day festivities.
Jean explained: “Pizza Hut has been in Malaysia for 36 years. As an established brand, we are always looking to refresh ourselves and stay relevant to today’s consumer. Our insights show us that consumers today want to connect with brands with authentic values and speak to them in a human manner. We want to always stay true to our brand and product by offering consumers the best Pan Pizza while advocating the importance of living life with passion. This new campaign is a milestone for us as it signals our refreshed approach to the market and is just the start of many good things to come.”
Behind-the-Scenes Quotes
Quek Shio Chuan, Film Director
“From a Pizza Hut Back-of-House crew to a film director? It was definitely a dream come true! I was and still am passionate about telling people stories and the best way to express that is through videos and short films. It’s also a platform for me to show my childhood and culture in Malaysia and I want all my viewers, especially Malaysians to relate to every content I put out there. It’s similar to what Pizza Hut Malaysia is passionate about, to serve Malaysians the pizza that spells out Malaysia to them.”
Abdul Rashade, Graffiti Artist
“For a long time, art has been my way of expressing myself. While I love graphic design, graffiti is where my art truly comes alive. It’s become my passion. It’s important to me that I am able to convey my ideas and meaningful messages through my art, although it isn’t easy to get your art understood and appreciated. Pizza Hut has definitely opened up opportunities for me to share my passion with fellow Malaysians.”
Bo Amir Iqram, Music Producer
“The whole thing began when I joined a band when I was 15 and I’ve never looked back ever since. I knew then I wanted to be a music producer and continued working towards that. Today, I’m composing and producing music for Pizza Hut! It’s amazing to be given this opportunity to showcase my music accompanying Pizza Hut’s recent television commercial as it gives me more exposure on what I’m really passionate about.”
The new Pan Pizza is available now at all Pizza Hut dine-in, delivery and takeaway restaurants nationwide. For more information on the new Pan Pizza, made with passion, visit www.pizzahut.com.my/en/newpanpizza.
