Although the Tasty Pizza season 1 became the million seller with its reasonable price, there were a lot of negative responses around its taste and quality. Although the Tasty Pizza season 2 enhanced both taste and quality, consumers who experienced The Tasty Pizza Season 1 already had low expectations on Pizza Hut's inexpensive products. We needed a creative through which consumers can explore and recognize the brand value and regain their trust as the result.

Along with product launching, in order to emerge expectations around the taste and quality of the product, what has been enhanced for The Tasty Pizza Season 2 was informed to 1.5M social users in alliance with social influencers. After the launching of "pizza camera", the pizza camera was introduced in connection to the expectations toward the product in order to create curiosity around the new product and the campaign. After product launching, promotion was executed for 2 months around every touch point of pizza delivery (MMS, package, leaflet). Participants' image data from pizza camera was provided to the fun app Vonvon in order to provide the same experience with pizza camera to diverse users. In addition, the campaign video was covered by Facebook community pages Smart Media Representative and so on in order to deliver the proud message of Pizza Hut.