Kristen Wiig is the face of Pizza Hut in its latest commercials -- or rather, the faces.
In her first national TV ad appearance, the "Saturday Night Live" and "Bridesmaids" star plays a series of characters -- male, female, young and old -- to show that Pizza Hut is the brand for "Everyman" in America. Wiig delivers her lines, about Pizza Hut's new delivery drivers, ordering methods and so forth, in guises ranging from a moustachioed mechanic to a gym addict, a Stetson-wearing farmer, a male cheerleader a poised, glamorous businesswoman and a bouncy teenage girl. The idea is that "Pizza Hut always delivers what I want," -- and having Wiig explain this in her inimitable deadpan style and ridiculous costumes is a good way to liven up this message.
The campaign comes at a time when Pizza Hut is under pressure to improve on its customer service and delivery as it competes with U.S. chains such as Domino's and Papa Johns. The Yum Brands-owned chain last quarter saw a 3% same-store and 7% U.S. same-store sales decline, according to its first-quarter report. It announced last month it had invested in a new proprietary algorithm designed to improve accuracy and reliability of delivery experience, as well as hiring three thousand more drivers a month until year's end.
The campaign is by Droga5, and the spots, including this one minute version and a 30 second version, were directed by MJZ's Steve Ayson. The campaign, whose overall tagline is "Noone out-pizzas the Hut," will also include digital marketing that includes different takes on the "Everyman" persona, as well as radio, social content and a special offer pizza.
Contributing: Jessica Wohl