Wieden Breaks Pizza Hut’s Insider Pizza Ads

LOS ANGELES–Wieden + Kennedy on Monday launched its first work for Pizza Hut since becoming the client’s secondary agency earlier this year, a Pizza Hut representative confirmed.

The campaign, which promotes The Insider pizza, is tagged “Where’s the cheese at?” It includes 15- and 30-second TV spots, the first of which was set to break Monday night during such programs as Becker, Boston Public, Ally McBeal, Fear Factor, Third Watch, 7th Heaven and Girlfriends. Ads are running through July 7.

The Portland, Ore., agency won the business in March following a review that also included finalists Cliff Freeman and Partners, Ogilvy & Mather and Saatchi & Saatchi, all in New York. BBDO in New York has handled the Dallas client’s main advertising account since 1987.

Campaign spending was undisclosed. Pizza Hut spent $140 million on ads in 2001, according to Competitive Media Reporting.

While sources have said Wieden could pick up additional Pizza Hut business, the client declined to comment. Agency representatives could not be reached.