Pizza Hut believes that everybody deserves an equal slice. Hence, for World Hunger Day, we wanted to not just educate our audiences but also play our part in alleviating hunger.

We found that Malaysians spend an average of 4 minutes and 25 seconds on the Pizza Hut online menu. And so Pizza Charts was created!

As one of the biggest fast food restaurant chains in Malaysia, hunger issues are close and dear to Pizza Hut. For World Hunger Day, we wanted to shed light on these harrowing facts to Malaysians. Thus, Pizza Charts was created by visually combining the Pizza Hut's iconic food item with hunger facts. We released Pizza Charts via Pizza Hut Malaysia's digital menus (website and app).

Facts, numbers and data on hunger are often scrolled past or hidden in the trenches of nonprofit organisations' websites. Pair that with other distractions made available online, these hunger facts mostly go unnoticed.

We already had the data of Pizza Hut Malaysia's website and app use that averaged out to customers spending about 4 minutes and 25 seconds browsing through the menu.

So we created pie charts using pizzas that reflected hunger facts: Pizza Charts. Thus, serving hunger facts to Malaysians that were already in a hungry mindset.

We took hunger facts scoured from multiple sources like the UN websites and local government releases, and converted the numbers into percentages. These percentages were then visualised in the form of pie charts but using pizzas.

We mapped each percentage to different flavoured pizzas and photographed them accordingly. A few days before World Hunger Day, we posted on socials as a preamble to what's coming. Then these Pizza Charts replaced the usual menu images, on both website and app, on World Hunger Day. The Pizza Charts menu was up until the following month.

Customers could also opt to donate with every order.

Over the span of the campaign, with $0 media spend, we managed to garner 1.6 million eyeballs via the menu alone. Conversations were also sparked online.

Via donations raised and matched, together with PERTIWI Soup Kitchen we were able to feed the hungry around Klang Valley for 5 weeks in a row.