Ogilvy & Mather Singapore pokes fun at pretentious foodies in first work for Pizza Hut

Ogilvy & Mather Singapore has unveiled its first work for Pizza Hut with a campaign which pokes fun at the “pretentiousness” of current food trends.

The Foodies Anonymous campaign presents pizza as the antidote to the over-complication of food choices with a TV ad depicting a therapy session for people suffering from food-related issues.

The group is brought together when one recovering foodie offers his fellow sufferers a slice of pizza.

The agency said the campaign taps into a desire among young Singaporeans for “simple, precious moments in a complex world”.

Ogilvy Singapore executive creative director Francis Wee said: “To create an emotional connection with consumers we adopted a tongue-in-cheek approach that depicts Pizza Hut as the solution to complicated food fads.

“By going against the grain of typical food commercials we celebrate the virtues and inherent greatness of a simple, unassuming slice of Pizza Hut pizza.”

Ogilvy & Mather won the Pizza Hut creative account in February following a pitch.


Project title​: Foodies Anonymous
Client​: Pizza Hut Singapore
Creative Agency​: Ogilvy & Mather Singapore
Brand Platform:​ Your Slice of Simple
Executive Creative Director​: Francis Wee
Account Director​: Cilla Peitzsch
Account Manager:​ Ashley Macabalo
Planner:​ Mamp Grewal
Creative Directors: ​Shawnn Lai, Pedro Pereira
Art Director:​ Benjamin Tan
Copywriter: ​Siti Khalid
Producers​: Sharon Leong, Brandon Tay, Marin Villareal
Production House​: Hogarth
Director​: Plastico
Exposure​: TVC, cinema, OOH, digital and social media
Media Agency​: Mindshare


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing