Pizza Hut has partnered with MBCS to introduce a unique limited-time menu item, the Pizza Ayam Bakar, as part of a campaign celebrating the Ramadan and Raya festive season. The special pizza, which brings a smoky twist to traditional flavors, aims to redefine how Malaysians enjoy the beloved ayam bakar or grilled chicken, a staple often found at local bazaars.
The campaign, titled Not Your Ordinary Flame Grilled Chicken, draws inspiration from the famous grilled chicken commonly served at Ramadan bazaars. To grab attention and increase foot traffic, Pizza Hut installed a striking smoke projection billboard near a busy Ramadan bazaar in Kuala Lumpur, attracting both curious passersby and food lovers.
“We wanted to offer something truly unique during this season of food and celebration. Ayam bakar is a favorite in every bazaar, but we wanted to take it beyond the usual experience. By integrating the age-old tradition of smoke signals, we aimed to create a buzz that would draw people in and give them an unforgettable ayam bakar experience,” explained Mun Tuck Wai, Executive Creative Director at MBCS.
The promotion is further enhanced by in-store and online activations. Local bazaars and an in-store contest allow customers to participate in the fun game “Say My Loaded Name,” where they can win free pizzas by correctly pronouncing the tongue-twister name of the new pizza.
Aileen See, Chief Marketing Officer of Pizza Hut Malaysia, emphasized the company’s commitment to delivering an authentic taste experience. “We’ve worked hard to create a pizza that captures the flavors of ayam bakar you would find at any local bazaar. The campaign integrates sensory elements like smoke, bringing together technology, creativity, and cultural relevance. It’s not just about selling pizza; it’s about celebrating Ramadan and Raya through the universal language of food,” she said.
The Pizza Ayam Bakar is available for a limited time only, and customers are encouraged to try the new flavor profile that combines the festive spirit of Ramadan with the boldness of pizza innovation.
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