Pizza Hut gives back with pizza-scented perfume

It’s beginning to smell a lot like pizza this holiday season, thanks to Pizza Hut’s new perfume. The pizza-scented fragrance is the result of a social engagement strategy led by creative and digital agency Grip Limited. It was concocted after Pizza Hut’s community managers posted a joke to Facebook last August about bottling the smell […]

It’s beginning to smell a lot like pizza this holiday season, thanks to Pizza Hut’s new perfume.

The pizza-scented fragrance is the result of a social engagement strategy led by creative and digital agency Grip Limited. It was concocted after Pizza Hut’s community managers posted a joke to Facebook last August about bottling the smell of fresh-made pizza. Fans reacted with such joy that the post garnered the month’s highest engagement rate, and within half an hour “a few thousand people” had responded saying they’d like a bottle, according to Grip’s managing director of digital, Adam Luck.

One hundred of those fans will soon receive their pizza-perfume in the mail.

“We wanted to provide a tangible experience that shows how much we appreciate their involvement,” said Grip’s director of business, Eric Vieira. “It was a matter of being socially active with our community. We thought it would be fun.”

Vieira added that Pizza Hut’s Facebook page has seen a 548 % engagement rate increase over the past five months, a number he attributes to quirky campaigns and authentic communication between fans and the page’s community managers.

“We want our consumers and fans to have really positive experiences with the brand,” said Vieira. “In the case of the perfume, we’re going above and beyond what the consumer’s expectations are, so that they’re having a positive experience and then other people see them having a positive experience. That generates a lot of word-of-mouth.”

Grip also works with KFC and Taco Bell (which, like Pizza Hut, are owned by Yum Brands). The agency recently carried out Pizza Hut’s “hot dog-stuffed-pizza” concept, and used Facebook to invite people to try it for free.

Luck mentioned another benefit to having an actively excited Facebook community: it can offset any negative comments that might be posted to the Facebook page. “We’re trying to create a positive experience for anyone who may have gone there to voice a complaint,” he said.

As for the scent itself, Luck said “it smells like dough with a little bit of seasoning added.” Pizza Hut’s director of marketing, Beverley D’Cruz, noted that the perfume is more about entertainment than aroma. “We discovered it was hard to match the smell of freshly baked bread, but it smells somewhat close,” she said, adding that one could also spray the perfume around a room to make it smell like pizza.

“It was about letting consumers know that we do take them seriously,” said D’Cruz. “And having some fun. That’s what pizza’s all about.”

Brands Articles

Mail-order munchies

How companies are fulfilling consumers' quest for convenience and snacks

Canadian Olympic Committee selects Cossette as AOR

Agency to lead creative communications through Rio 2016

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review