Pizza Hut is an iconic, ubiquitous, much-loved brand in Australia . . . or at least it was. Over the years, it had completely fallen off the 'QSR map’ in Australia, swamped by an influx of other pizza brands, and heavily outspend by the category leaders. We simply weren’t top of mind anymore, and couldn’t our spend our way back there either.

In a category of family-friendly QSR brands, happy to play it safe, attempting to appeal to absolutely everyone by being ‘Goody Two Shoes’, Pizza Hut went the other way and embraced ‘bad’. Specifically, we dramatized just how bad people can be, in order to enjoy good pizza. ‘How Bad Do You Want Good?’ didn’t just relaunch the Pizza Hut brand in Australia, it grabbed an unfair share of attention by positioning us as ‘The Instigator of Joy’, and the cheeky, mischievous, and magnetic brand in the category.