POP UP PIZZA HUT
Hong Kong’s lunch rush is exactly that: a manic rush. Why? Because if you snooze, you queue. From 12:30-2 the city’s cafes and restaurants have lines trailing out the door. And with most of the working population only getting a 1-hour break, many of them don’t have the time to wait 30 minutes for a table.
And so the Pop-Up Pizza Hut was born to surprise hungry lunchtime queuers with a cheeky reminder that Pizza Hut’s Meal-for-One menu always provides ‘Deliciousness without the Wait’.
‘Pop-Up’ by name, pop-up by nature, the Pop-Up Pizza Hut is a giant pizza box designed to literally pop-up and transform into a make-shift ‘pop-up store’ in the middle of the city’s busy lunch queues – to surprise and win over hungry stomachs and hearts at the most important time of the working day.
Just like the tasty pizzas it serves, the Pop-Up Pizza Hut is here one minute and gone the next. The activation travels from location to location of Hong Kong’s busiest lunch spots, catching restaurant managers and frustrated lunch lines off-guard with the playful message “What are you waiting for?”. Once sold out, the transportable store moves to a new hotspot with a fresh delivery of pizzas ready to serve.
Advertiser: Pizza Hut
Creative Agency: Edelman Hong Kong