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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.

Credits:

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

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