Pizza Hut gets tactical around Philippine Standard Time law by reviving ‘Hate late?’

Pizza Hut hate latePizza Hut has revived its ‘Hate late?’ campaign in the Philippines to coincide with the introduction of a law mandating the use of Philippine Standard Time.

All government offices and broadcast media now must follow the Philippine Standard Time as of 1 June – which is when Pizza Hut set up a phone line for people to call to give them the correct time. The line is also the brand’s delivery number.

The campaign, created by BBDO Guerrero, involves a dedicated PST website – – and is supported by print ads.

The ‘Hate late?’ campaign first launched in 2006, and is based on the insight that while Filipinos aren’t known for their time keeping, they are not fond of tardiness when it comes to meal times.

David Guerrero, the agency’s chairman and chief creative officer, said: “As punctuality is inherent to the delivery brand, Pizza Hut took it on as an ongoing advocacy. So it is just fitting that Pizza Hut would be the first to show full support when this became standardised.”


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