The encyclopedia · Advertising & PR · Marketing decision · 2023
Pizza Hut served world-hunger data as pizza charts in its app
Hunger-day facts get scrolled past — Pizza Hut Malaysia turned the stats into pizza charts and served them as the menu, where the audience is already hungry.
Pizza Hut Malaysia
The solution
Pizza Hut Malaysia wanted to contribute on World Hunger Day but knew the problem: there are tons of world hunger facts that go unnoticed. Nobody reads statistics in a news feed.
Mediabrands Content Studio turned the facts and data into pizza charts — data visualizations that borrow the shape of the product — and transformed Pizza Hut's online menu itself, serving the charts to a captive audience that spends about four minutes and 25 seconds in the app, leveraging their own hunger to make them empathize with the hungry. The ad cannot be skipped because it is the menu.
The campaign won Gold in Digital & Interactive Design at the Kancil Awards 2023, plus Silver in Experience Design and a Merit in Kancil for Good: Commerce.
Why it worked
- Timing-of-state: the fact 'people go to bed hungry' lands with maximum force at the moment the reader is ordering food.
- The menu is unskippable media — no ad blocker, no fast-forward, no scroll-past.
- The pizza-chart format turns a statistic into something delightful enough to screenshot and share, giving the message a life beyond the app.
What can be applied
The most relevant media slot is the moment the audience feels the problem: if you sell food, the order screen is a better awareness channel than any ad break.
Aftermath
Pizza Charts won Gold in Digital & Interactive Design at Kancil 2023, with additional awards in Experience Design and Commerce. No engagement or conversion metrics have been published.
Sources
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