Unique BBDO/SF approach wins Pizza Hut segment By Daniel S. Levin

SAN FRANCISCO--On the strength of a specially-prepared video profile of the post-baby boom generation, BBDO/SF has won a creative assignment from P

Until now, all of BBDO’s creative has originated out of its New York office and been targeted for a national audience. But BBDO/SF has persuaded Pizza Hut that the pizza-eating public in California is younger than the rest of the nation and that advertising that speaks to other groups will not work as effectively on them.
Pizza Hut, which has expanded aggressively throughout the West in recent years, now operates about 400 units in California. Unlike the rest of the nation, where Pizza Hut is known as a sit-down restaurant, most of the California units are designed for delivery.
BBDO officials would offer no specifics about the nature of the West Coast work, saying only that it is in development and that nothing has yet been approved by the client. But the sensibilities that likely will shape the ads lay in the videotape “Selling to Generation X,” a 17-minute BBDO presentation that sold Pizza Hut on the need to develop commercials aimed at consumers 30 and under.
Though extensive research exists on this age group, the BBDO tape brings to life, in sometimes depressing clarity, a generation that is characterized by its cynicism, low expectations for the future and mistrust of advertising.
Copyright Adweek L.P. (1993)