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Pizza Hut
Pizza Hut：“Black Bistro” Pop-up Eatery

RAN IN: China

CLIENT
Yum! China

AGENCY
NetEase Media *Lead Agency


SUMMARY

“Being blackened” or “blackening” is a Chinese pun not only means making something black but also bantering or roasting, and as a playful gesture of affection, “blackening” each other is super popular within young generation in China. Pizza Hut and NetEase Select, who spotted the trend, brought the bitter humor into reality by launching a pop-up bistro where black color and “blackening” is the theme. “I blacken you because I like you”---- -the entertaining attitude reflected in the campaign has deepened emotional connection between Pizza Hut and its young audience.

CASE VIDEO


Language: Mandarin