Pizza Hut Indonesia grabs attention in a different way during Ramadan with 2-hour-long ad
Ramadan is a golden opportunity for food and beverage businesses in Indonesia. During this period, competition among brands to capture consumer attention reaches its peak, especially for restaurants that heavily invest in promotions. Amid this saturated landscape, it’s interesting to see more and more brands trying to stand out by taking a bold and unconventional approach.
Pizza Hut Indonesia defied expectations by launching a 2-hour-long Ramadan ad, in partenership with Indonesian based Inner Circle Agency, titled “NON-STOP SERU 2 JAM BARENG DIP & CRUNCH.” This daring move sharply contrasted with the typical emotional Ramadan ads. Instead, Pizza Hut focused on showcasing endless loop of fun and togetherness, combining comedy and unconventional format, driven by their iconic 1-meter LIMO Pizza and the exciting new launch of their Dip & Crunch.
“As a brand that has been in Indonesia for four decades, we continue to strive to stay relevant by understanding the essence of Indonesian culture towards Ramadan season and translating it into a distinctive creative material to break the clutter. It might seem like a risky choice, but we are glad that the audience’s reception has been positive. This encourages us as a brand to continuously be a pioneer, pushing boundaries, innovating, and not just sticking with the status quo,” Astari Fitriani, Sr Brand & Innovation Manager Pizza Hut Indonesia.
This unconventional strategy delivered remarkable results as in just 2 weeks, the campaign amassed high number of views and generated high engagement for the brand. The ad brilliantly captured the spirit of prolonged togetherness during Ramadan, which is reflected through audience’s excited responses. In a month where people cherish moments that seem to last forever, the unusually long duration and catchy earworm jingle kept viewers engaged.
Pizza Hut’s success underscores the power of bold creativity and breaking clutter, not just through storytelling but also unconventional format that catches attention. In a crowded Ramadan marketing landscape, their willingness to break the mold proved that pushing boundaries, embracing innovation, and daring to be different can drive meaningful engagement and rekindle cultural relevance for a brand.