American teen hearthrob Luke Perry is to star in a 3.5m pan-European advertising and marketing campaign for Pizza Hut’s latest launch, The Sicilian pizza.
Perry, who shot to fame as rough diamond Dillon among a group of privileged schoolfriends in the TV series Beverly Hills 90210, and more recently starred in the film The Fifth Element with Bruce Willis, will promote Pizza Hut’s biggest innovation since the launch of “stuffed crust” in October 1995.
The Sicilian is a rectangular pan pizza with oregano, basil and garlic baked into the dough. Toppings are chosen by the consumer.
The ad has been created by Abbott Mead Vickers.BBDO, with media buying through IDK, and is expected to air on September 8.
Gary Haigh, Pizza Hut UK marketing director, says the product was tested in the US 18 months ago, but it did not fit in with new product development plans. He says there is a 3.5m marketing budget for the UK until the end of the year, with possibly more investment next year.
“There is the potential for other things to be baked into the crust. If this is a major success, we will make it work harder for us,” he adds.