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THE CHALLENGE

In Hong Kong, lunch hour is sacred—but increasingly under siege. Office workers face long lines and limited time, often queuing 30–40 minutes for a table, leaving little room to actually enjoy their break. Although Pizza Hut offered a “My Box” lunch set—a fast, affordable combo designed for time-strapped workers—it was being overlooked in favour of street-level eateries. Our challenge was clear: reposition Pizza Hut as a go-to destination for efficient, quality lunches.

THE STRATEGY

We tapped into a cultural truth—Hong Kong’s queue culture—and flipped it on its head. Instead of relying on conventional advertising, we created a real-world intervention: a branded experience that met people exactly where the problem lived. Our insight was simple: if people won’t come to Pizza Hut for lunch, we’d bring Pizza Hut to their lunch queue. The campaign was designed to drive immediate trial and reframe Pizza Hut in consumers’ minds as the faster, smarter choice.

THE EXECUTION

We created a mobile activation shaped like a giant pizza box: the Pop-Up Pizza Hut. Positioned directly in front of crowded restaurants, it delivered the message “What are you waiting for?”—both literally and figuratively. With staff on hand to serve hot “My Box” meals on the spot, we offered lunch-goers deliciousness without the wait. The pop-up travelled across Hong Kong’s busiest business districts over a two-month period, becoming both a buzzworthy stunt and a functional solution to a daily problem.

THE OUTCOME

• On days where we ran Pop-Up Pizza Hut, we stole 623 lunches from competitors on average, saving 367 lunch hours.
• The campaign brought +36% growth in lunchtimes sales for Pizza Hut city-wide compared to the same period in the previous year.
• Without any advertising or paid media behind this campaign, we gained 30M in impressions through earning PR valued at over HK$2.04 million, with 100% of mentions delivering our key message of Pizza Hut’s lunchtime without the wait.