Pizza Hut pushes Pasta rebrand via campaign on Virgin Media
Pizza Hut has become the first brand to launch a home-page takeover on the Virgin Media portal, as part of its multi-million-pound potential rebranding as Pasta Hut.
The campaign enables people to vote online for whether the chain should keep its new brand.
It has upped its online spend as it uses digital to spearhead the name change and drive traffic to its site.
The campaign promotes the chain's interim rebrand and new range of pasta dishes. Users will be pushed to Pizza Hut's site, where they can vote on whether the chain should stick with the name change.
Claudia Nicholls-Magielsen, Pizza Hut's marketing director for restaurants, said, "We've revived our media strategy to take a more pro-active stance on our choice of media. The home-page takeover of Virgin Media is a completely different way of advertising for us."
She added that the brand is investing more heavily in digital to engage more people.
Media agency Starcom and Virgin Media-owned ad sales house IDS brokered the home-page takeover, which will be supported by display ads across the site.
Universal Pictures is also planning a 24-hour takeover of the Virgin Media home page on 13 October to promote the DVD release of its movie The Incredible Hulk. During the campaign, the Virgin Media logo will change colour from its usual red to the Hulk's green.
Media agency Mediacom and IDS brokered the Universal campaign.
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