Pizza Hut unveils ’50 per cent bigger’ pizza

Pizza Hut is launching a pizza under the Big New Yorker brand that is 50 per cent bigger than its standard products. The fast-food chain says it is its biggest pizza yet.

The Big New Yorker, which will launch on December 1, will be a 16-inch pizza, offering customers another four extra slices. It will be priced at &£9.99 and will target the family market. The pizza will be launched as a limited edition and will be available in restaurants and through its delivery service.

The launch will be supported by a marketing campaign that will include television advertising, created by Wieden & Kennedy; and direct marketing, through Elvis, that will include Pizza Hut giving away a “Big Night Out” in London and a competition for a family to win a holiday in Madrid.

Pizza Hut marketing manager Darrell Wade says the pizza offers good value to the family market.

Pizza Hut has recently increased its focus on new product development as part of a revitalisation of the brand and its product offering. Earlier in the year, it launched the “4forAll”, which was a strong seller in the US, and supported it with a heavyweight TV campaign.

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