/PRCWT/Shanghai, December 11, 2023 - Pizza Hut joins forces with designer Jeremy Scott to make a crossover trend
? The crossover between pizza and fashion
When the top fashion designer meets the pizza, when the food plays with the fashion, meets the young people, what kind of spark will be collided?
Recently, Pizza Hut teamed up with talented designer Jeremy Scott to start a "Pizza Crush" journey. Jeremy Scott is known in The fashion industry as a dynamo, and has been named one of the "most important people in fashion" by The Face magazine. This collaboration with Pizza Hut is also Jeremey Scott's first cross-border collaboration with a restaurant brand in the world.
Jeremy Scott has created a series of trendy peripheral products tailored for Pizza Hut, which are inspired by Pizza Hut's core product "pizza". For example, the popular pizza box modeling handbag in this joint design is based on the classic pizza box packaging of Pizza Hut, and the designer has innovated and transformed into a fashion handbag, which is chic and presented by environmental protection artificial leather. The pizza print and small design are full of fun and creativity.
In addition to this handbag with the potential of Internet celebrities, the designer's co-branded black mug is also quite "Internet celebrities" strength, the words PIZZA CRUSH are exploently presented, the red love logo, accompanied by the image of the pizza villain, which makes people fall in love. There are also T-shirts, tank tops, caps, hoodies and other fashion items to arm you with fashion from head to toe.
On December 5, Jeremey Scott parachuted into the Shanghai Meilocheng Pizza Hut restaurant to witness his amazing moment of collision with Pizza Hut fashion. "Love has no limits, which is also the purpose of my creation." Pizza is the most classic food of Pizza Hut. It is loved by young people all over the world. Pizza Hut food is full of passion and fun, which is full of heart and energy." Jeremey Scott said in an interview.
It is reported that these products will be launched in Pizza Hut across the country this Christmas and the Spring Festival next year, and consumers can take the joint fashion products home by purchasing a specified package.
Online games, toys, parks... .. Play non-stop co-branded "feast"
Pizza Hut's cross-border partnership with Jeremey Scott is the latest example of Pizza Hut's "younger" approach. In fact, in recent years, Pizza Hut has continued to make efforts on the fashion and youth route: for young fashion consumer groups and consumer demand preferences, to create the corresponding IP explosion, leading the trend of fashion, rich joint activities from online and offline firmly grasp the hearts of young people.
In 2022, the cooperation between Pizza Hut and the original God was a classic and once exploded the network. From the joint package to the linkage model emojis, fan production competition, activities are rich, and quickly launched more than 200 "original God theme restaurants" in the country, in-depth restoration of the game's "Rimoon Search" theme and classic scenes, etc., which are loved by game players.
After the joint fire with the original God, Pizza Hut and the pursuit of victory, opened the theme linkage activities with the "League of Legends", so that the "summoners" are excited: buy Pizza Hut and the League of Legends linkage package, have the opportunity to get linkage peripheral and game props, such as linkage badge, limited through card, "Hero must win" limited icon, blue essence, skin treasure box raffle opportunity... The theme store was filled with League of Legends elements, and the game players who originally preferred to order takeout at home also took the initiative to come to the Pizza Hut League of Legends theme store for an immersive experience.
In addition to the linkage with the game industry, the linkage with toy IP has also triggered hot discussions on social media for many times, and Pokemon, Sanrio, Beijing Universal Resort, Kabu Rabbit and so on are partners of Pizza Hut.
Provide emotional value to young people
Throughout the development of Pizza Hut, the initiative to embrace young people is a major feature, "not only games, our cooperation with toy IP is also widely welcomed by young people." Pizza Hut said.
Pizza Hut team research found that with the rise of new consumer groups, the consumption itself has changed greatly. In the past, people valued the practical value of products and brands; But in recent years, the demand for emotional value has been growing.
In order to meet the emotional value needs of new consumer groups, Pizza Hut optimized and upgraded the restaurant, Pizza Hut realized that the restaurant is not only a place to fill the stomach, but also should be a trinity of "catering + life + social" catering space.
In addition to the catering space, Pizza Hut has also given more soft and warm connotations in products and services. In the past three years, it has successively launched "flower escape", "will encounter", "Star Chef about", "urban talk corridor", "vitality gathering field", "warm heart", "corner light" and other fashionable and young restaurant design models. More and more co-branded activities are also out of the need to better meet the emotional value of different customer groups.
Pizza Hut is happy to be popular with young people and be a part of young people, "I'm glad we can define trends with young people!"
