Starting with a strategy that's off strategy

Today's post is not quite about advertising. That's because the campaign hasn't hit the air just yet. Nevertheless, I'm afraid when it does, it's bound to be a huge flaming miss.

Here's an article that summarizes what Pizza Hut intends to serve up with its latest effort:

http://www.prnewswire.com/news-releases/pizza-hut-unveils-your-favorites-your-pizza-hut-in-new-brand-campaign-103291134.html

The insight is simple, but what I question is where it came from. The idea baked in here is that people buy pizza based not on its flavor or the promotion that happens to be running or how convenient the pizza place is to their home, but (...wait for it..) rather based on the human experience they have with the staff who serves them their pizza.

Did you just hear the loud thud?

The campaign will feature real Pizza Hut employees "sharing their passion for serving more than just pizza."

I'm not doubting there are some nice folks donning the bright red Pizza Hut uniforms, wearing a big smile on their face, but I'd bet a zillion dollars to one this is in no way a compelling reason for consumers to order pizza from Pizza Hut.

Sure, the same might be true at Mom and Pop pizza joints. You know, where dear old Al has been flipping and firing your perfect pepperoni for years. He sponsors your kid's softball team. He comes out to ask how the new job is going. He sits and chats sincerely. He offers free soda refills. He slips you the garlic knots for free. Maybe there loyalty and authentic interaction with staff reign supreme.

But not at Pizza Hut. Nor Domino's. Nor Papa John's.

In this case, I'll call the strategy OFF STRATEGY, no matter what the execution.