Pizza Hut is launching a 360-degree campaign to position its new product in the competitive burger brand market.

The “Cheat on Your Cheeseburger” campaign introduces the company’s new pizza-shaped burger, Cheeseburger Melt, and emphasizes that the offer allows Canadians to combine two of their favourite foods, pizza and burger, into one. The Cheeseburger Melt will be available for a limited time (10 weeks) in the brand’s stores.

The campaign’s media plan includes digital and social media spots, influencer partnerships, OOH advertising and trucks with digital spots in key markets targeting competitor locations. The ads feature employees of major burger brands tricking their companies with the new Cheeseburger Melt.

Pizza Hut is also planning free promotion. Employees from major burger brands who enter any Pizza Hut location on June 4 wearing their uniforms will be rewarded with a free cheeseburger. Customers will also be able to redeem a coupon from any restaurant that sells burgers for a free order of fries and a drink with the purchase of a Cheeseburger Melt from June 5 to 11.

“We know that Gen Z and Millennials represents a significant base for burgers, and in our search for innovation, we are focusing on reaching this demographic through a mix of digital, social, OOH advertising, as well as influencer partnerships, to ensure we connect with them in a way that resonates,” Jennifer Ligotti, CMO at Pizza Hut Canada, tells MiC.

The Cheeseburger Melt was specifically designed to go head-to-head with major burger brands, Ligotti says. “We aim to maximize our reach and engagement by utilizing a diverse media mix,” she adds.

In particular, the campaign seeks to reach 18- and 34-year-olds as part of Pizza Hut’s new marketing strategy, which typically aims its initiatives at a broader audience, according to Ligotti. Young audiences are key to achieve the new goal of positioning the brand as an everyday choice, she says.

“We want to keep our brand top of mind for more than just special occasions or dinner meals. By appealing to this demographic, we aim to extend our reach to include lunch and snacking occasions, ultimately increasing our brand’s daily relevance,” Ligotti says.

Wavemaker handled media buying, Edelman handled public relations, while Diamond managed organic social media and influencer collaboration. The creative was developed by Leo Burnett.