Pizza Hut Delivery has partnered with E4 to produce its first channel-exclusive television adverts in order to target a younger demographic.
The new advert series, which will run exclusively on E4 from Thursday (17 February), was created by Channel 4’s in-house creative agency, 4Creative, and will feature the channel’s branding.
The ads will also carry promotion codes, exclusive to E4 viewers, aiming to use the channel’s endorsement to encourage viewer trust and engagement.
Pizza Hut Delivery marketing director Mags Dixon says: “We were keen to utilise the 4Creative resource to ensure the advert was produced in the tone our target audience resonates with.”
The ads play on the idea that Pizza Hut Delivery pizzas are “hot and steamy” and feature a boss sacking attractive male and female models in favour of “Steve” who represents fast and reliable staff.
Channel 4 strategic sales manager David Amodio says the advertising partnership, which is the first of its kind for both companies, fits “perfectly” with E4’s young audience.
He adds: “Exploring new concepts, such as branding ads to ensure maximise cut-through is a great venture.”