Male Opps: Pizza Hut launches Teenage Mutant Ninja Turtle campaign (Score 48)

Sales Lead: Pizza Hut (PH) recently debuted an underground campaign for Teenage Mutant Ninja Turtles: Mutant Mayhem, a movie set to launch later this summer.

• Made by creative AOR GSD&M, "Underground Deliveries" involves experiential fan involvement in NYC.
• The brand will likely:
  • Continue ramping up localized and/or experiential initiatives
  • Keep increasing digital spend
  • Seek additional new agency partners following a recent hire (more below)
• Target demographic: 

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: PH has spent approximately $53.3m on national TV commercials YTD, 29% less than the approximately $74.6m spent by this point last year.
  • Last year: The brand spent around $131.4m on this channel last year after having spent 3% more, around $135.1m in 2021.
  • 2023 ad programming: PH's 2023 commercials targeted male sports enthusiasts watching shows such as SportsCenter, College Basketball, NBA Basketball, NFL Football, and Friends.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the brand has allocated roughly $28.7m toward digital ads, up 58% from the roughly $18.2m allocated by this point last year.
  • YTD data: PH has earned around 3b digital impressions via YouTube (41%), Instagram (28%), Facebook (23%), desktop video (4%), desktop display (3%), and mobile display (1%) ads.
  • Last year: The brand's estimated full-year 2022 spend of $45.3m reached 42% more than that of $31.9m in 2021.
• Additional channel insights  
  • The brand utilizes radio, local broadcast, OOH, digital, and Google Ads.  
  • PH sponsors podcasts such as Last Podcast On The Left, My Brother, My Brother and Me, The Daily Zeitgeist, and Spout Lore.
  • PH also launches Spanish commercials.

Additional agency insights:

• Opportunity: Since we still haven't heard of any additional roster shifts following PH's recent appointment of PR AOR Alison Brod.
• Current agency roster:
  • GSD&M: Creative AOR
  • Alison Brod: PR AOR (April 2023)
  • Deloitte Digital: Digital AOR  
  • Spark Foundry: Media agency partner

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.