'Queen of Soul' delivers Pizza Hut's new message; chain steps away from Domino's-bashing with new campaign featuring Aretha Franklin

Nation's Restaurant News, Jan 13, 1992 by Theresa Howard

WICHITA, Kan. -- While maintaining a sharp focus on the company's delivery segment, Pizza Hut's new three-pronged advertising blitz also aims to distinguish the company's dine-in and carryout businesses.

"What we're really saying in this [campaign] is that each business is a different business," said Bob Perkins, senior vice president of marketing for Pizza Hut.

With the launch, the chain has moved away from its previous approach of bashing Domino's, Pizza Hut's main delivery competition. But Pizza Hut evidently dug deep for a song-and-dance extravaganza that features Aretha Franklin belting out a tune about delivery.

Pizza Hut uses Franklin, a brass orchestra and a chorus of back-up singers to set the stage for an MTV-like version of "Deliver Me" in 15-, 30- and 60-second spots. The jingle is sung to the tune of the Queen of Soul's 1960s hit song, "Rescue Me."

"Our previous campaign said: 'When you think of delivery, don't think of Domino's; think of us.' This campaign says: 'When you think of delivery, think of Pizza Hut,'" said Perkins, who pegged the chain's annual advertising budget at $75 million. "The campaign is in recognition that we are not a staggering delivery company. It is more in keeping with a leadership position."

In last year's campaign Pizza Hut pounced on Domino's with a series of controversial commercials that depicted fictional Domino's employees eating Pizza Hut pizzas. The new spots were created by BBDO New York, the same shop that had developed the anti-Domino's commercials.

Pizza Hut's new campaign came on the tail of its competitor's newest campaign, which similarly strives to position Domino's as a market leader. But Perkins contends his company's latest campaign was not "designed to counter anything."

The two chains have been going head-to-head since PepsiCo-owned Pizza Hut launched delivery in 1986. Pizza Hut's delivery service now generates 40 percent of the chain's $4.3 billion in annual sales, according to the company.

Domino's, however, has experienced a downturn since the mid-1980s, with 1991 same-store sales projected to be down about 4 percent, to $2.55 billion, compared with those of 1990, according to the company's spokesman. The continued decline has eroded the company's market share by an estimated 13 percent.

But, while growing its delivery segment, Pizza Hut has seen traffic decline in its restaurants. The new campaign addresses that situation with commercials focusing on eat-in and carryout service.

In two 30-second commercials, "Bad Dinner" and "Boring Party," the company replaces its 4-year-old theme, "Makin' it Great," with "Hit the Hut."

"Bad Dinner" marks the first effort to tout the company's carryout service in a separate commercial. It features a listless family sitting around, pondering a mother's suggestion of tuna casserole for dinner. When the mother asks, "How about we hit the Hut?" the characters move in fast motion to get out of the house and into the restaurant.

In "Boring Party," guests at a party appear bored until the host recommends. "How about I hit the Hut?" After he returns with a stack of Pizza Hut pies, the party becomes more lively.

In each of those spots, the company maintains its "four bucks" value by offering one pizza for a discounted price of $8.99 when ordered with a pie costing $12.99.

The "Deliver Me" and "Hit the Hut" spots are slated to run through April. And though the company plans to deliver the "Deliver Me" and "Hit the Hut" messages beyond April, Perkins would not say "what specific execution" would be used.