Pizza Hut switches media account from Mediacom to Initiative

Initiative has announced it has won Pizza Hut’s media account.

The move follows the fast-food chain shifting its creative account from Host, who held the account until last year, to The Monkeys.

The brand also appointed Magnum & Co as its social media, influencer marketing and PR agency in April. In addition, Wired Agency was hired to handle the brand’s SEO and SEM account.

Speaking at a media briefing today on Initiative’s new positioning, Melissa Fein, CEO of Initiative Australia said:

“The big reveal today, is we are happy to announce we have won Pizza Hut which is our first pitch win.

“It’s been in the shadow of KFC under Yum group for the last few years and we are absolutely determined on a journey to help them grow their brand, as our positioning states, over the next few years.”

“They have a great new team there, as we have a great new team here and we are very much aligned in how we work with them.”

In a statement she added: “We are proud to be partnering with Pizza Hut as they rebuild their fortunes in Australia.

“Obviously we will be working in a highly competitive category and we are fully confident that we will deliver unique media solutions to Pizza Hut to help drive their business.”

Pizza Hut director of marketing Justin Olivares added: “After a highly competitive pitch process we are excited to have Initiative join our team and fill the last piece of our new agency structure.

“We are very impressed with the team that they have assembled and the strategies presented to help us in our plans to bring Pizza Hut back.”

The various moves come after the Australian arm of the fast-food giant was bought by private equity investor Allegro, separating it from US parent company Yum Brands.

Former McDonald’s executives Peter Rodwell, Lisa Ransom and Chris Leslie now head up Pizza Hut Australia’s executive team, with former Red Bull marketer Justin Olivares overseeing the series of agency reviews in his capacity as director of marketing and communications.

The brand is seeking to return to prominence in Australia after strong competition from the likes of Domino’s.

Allegro founding partner Chester Moynihan said the firm would be pouring more resources into the brand to help strengthen the network of stores.

“Pizza Hut has been a household name in Australia since the early 1970s. It was one of the first pizza companies to home deliver in Australia and we want to revive this innovative legacy to enhance the experience for customers,” he said.




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