Brief: Every year Pizza Hut offers the "All you can eat" deal in Ramadan to the people who visit its restaurants all over Pakistan to break their fasts. The brand team along with the agency and restaurant staff noticed that it had become a common practice for customers to waste Pizza. They used to leave the crust and eat the rest of the Pizza so that they could better utilise the All you can Eat offer. Pizza Hut asked the agency to develop a concept that discourage food wastage and also come with creative content placement which would have more impact.
Solution: The agency came up with a simple yet compelling concept to discourage wastage, the caption used was simple and encouraged the people to finish their food to avoid wastage. The medium used for this campaign was the place-mat. Each diner is usually given his individual place-mat which is placed under his or her plate, the agency thought that this creative placement of the message would be more fruitful.
