An insight that lead to our Hate Late campaign for Pizza Hut’s on time delivery guarantee.

This campaign has been running for a year now, with a very strong outdoor presence backed up by TV, radio, print and POS.

It’s been extremely successful and much talked about so our brief here was to look for new ways to refresh the campaign and further build momentum.

The Philippines is not the most punctual country in the world.So we came up with the HATE LATE campaign, which reinforced Pizza Hut’s position as the delivery service you could rely on.

These posters played on the untruths people sometimes use when they are running late for an appointment.