NEW YORK Pizza Hut will launch a national marketing campaign to support its new Full House XL Pizza, which the company said is 30 percent bigger by size than its traditional large pizza.
The effort, which will break this week, includes TV, radio, Internet, direct mail and point-of-purchase executions. Creative will star athletes such as Randy Johnson of the Arizona Diamondbacks and Deion Sanders of the Baltimore Ravens.
Omnicom Group-owned BBDO in New York is the Dallas-based company's lead agency. Pizza Hut spent more than $170 million on media in 2003, per TNS Media Intelligence/CMR.
Creative will explain that the Full House XL Pizza "is an extra-large pizza with a not-too-thick, not-too-thin crust, original sauce and cheese." The product rolls out nationwide this week, priced at $9.99 for a one-topping pie.
Pizza Hut said the new item "caters to the 97 percent of Americans who describe themselves as pizza-eaters and especially families who want the best pizza value."
"Pizza Hut created a pizza families can share at an outstanding value to our customers," Tom James, Pizza Hut CMO, said in a statement.
—Brandweek staff report