In addition to managing Pizza Hut UK’s social strategy and customer service channels while working as the head of social for Lexis PR, at the end of 2014 Pizza Hut challenged us to change brand perception and get people to speak more positively about their new menu.
After talking to consumers, we discovered that menu choice is not often logical. Instead, our gut, or subconscious, often plays an important role in what we decide to eat. And so, we decided to develop the world’s first ‘Subconscious Menu’.
Taking cutting-edge eye-tracking software from Sweden, we created a digital version of the paper menu. The first of its kind, the technology assessed in 2.5 seconds which ingredients diners’ gazes engaged with for the longest as they perused the menu. Using a mathematical algorithm, it identified their preferred pizza from 4896 possible ingredient combinations, in another 2.5 seconds, and before they even knew themselves.
National coverage was gained in the Daily telegraph, Daily Mail, MailOnline, Independent, Metro, The Sun, Daily Mirror and Daily Star.
A five-minute TV feature on the globally renowned The Colbert Report was amongst a huge US pick-up.
The campaign was recognised by the Global Innovation Report as the stand-out food industry idea of 2014.
Social sentiment increased 35% across a 2 month period within the UK.