Pizza Hut Israel to boost marketing, double ad spend

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TEL AVIV -- Pizza Hut's Israel licensee is to double its ad spend and plough funds into new restaurants and takeaway outlets, plus refurbishments.

The Pizza Hut license was recently bought from Clal Retail Chains, part of the Clal conglomerate, by real estate mogul Shlomo Dahuki, who also holds the Israeli license for Kentucky Fried Chicken.

A spokeswoman for Pizza Hut says that the chain, which was posting losses under Clal's ownership, will be significantly boosting its marketing efforts by increasing advertising and refurbishing existing restaurants, as well as adding an additional ten restaurants and delivery outlets around the country.

Pizza Hut's ad budget for the past year is estimated at $1m - a figure that is expected to double in the coming year. The chain has moved its advertising account to the Tel Aviv- based Gitam/ BBDO from Bauman Ber Rivnai, also of Tel Aviv. Pepsico Restaurants International last week handed the role of lead agency for Continental Europe, including Eastern Europe, to Abbott Mead Vickers BBDO, saying that its work would also appear in other international markets.

Copyright September 1996, Crain Communications Inc.

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