Pizza Hut India has launched a new campaign, ‘Ketchup’s Out, Juicy’s In,’ aimed at encouraging customers to try its new Juicylicious range without adding ketchup – a condiment many in India routinely pair with pizza.
The campaign is based on a consumer insight that ketchup has become a staple accompaniment to pizza for many, used to make up for what consumers perceive as dry or bland offerings. With this in mind, Pizza Hut introduced a promotional exchange: customers could trade in a ketchup sachet at any participating Pizza Hut outlet to receive a free Juicylicious pizza.
The initiative led to queues outside outlets in cities including Delhi, Chennai, Bangalore, and Mumbai. According to the company, more than 2,400 pizzas were distributed (100 per day per store). The campaign gained significant online traction, with related content trending across platforms like Instagram and Google Search.
The Juicylicious range includes paneer and chicken toppings marinated in three regional sauces: Kadhai, Royal Spice, and Southern Chilli. The pizzas are layered with mozzarella cheese on a standard crust.
To support the campaign, comedian Jamie Lever appeared at Pizza Hut stores and participated in social media content. Her video, which shows her interacting with customers and satirising the ketchup habit, was shared on Instagram.
The campaign was launched with the intention of demonstrating that the new pizzas offer enough flavour on their own. Pizza Hut stated: “Consumers have grown so used to compensating for dry, flavourless pizzas by drowning them in ketchup, that having a slice without it feels incomplete.”
Watch full campaign video here.
