The 20th annual Davey Awards recipients have been announced, and we are thrilled to share the news that Reshift Media took home Gold for the franchise advertising campaign we delivered for our client, Pizza Hut.
Our paid Meta campaign won the “Campaign-Social Media” award in the Online Advertising & Marketing category. We are incredibly honoured to be selected among the thousands of global entries at one of the largest and most prestigious awards competitions, which highlights work from boutique creative agencies, in-house brand teams, small production companies, and independent creators across websites, design and print, video, advertising and marketing, mobile apps, social media and brand entertainment. The Reshift team would like to thank the esteemed Academy of Interactive and Visual Arts (AIVA) jury for this recognition.
“This year, celebrating two decades of extraordinary talent from small shops was truly special,” said AIVA Managing Director Lauren Angeloni. “I was thrilled to see so many new names joining our community, reaffirming that the recognition of smaller agencies and creators remains more important than ever.”
Our Winning Campaign for Pizza Hut
The Reshift digital advertising team was tasked with creating localized social ads for Pizza Hut’s Canadian and UK divisions. As the largest pizza company in the world, with more than 19,000 restaurants in over 100 countries, the objective was to help Pizza Hut stand out in a hyper-competitive environment, and enable local franchisees to effectively employ their marketing dollars.
Because Pizza Hut is a franchise organization with a large network of franchise owners, we deployed social ads that would drive authentic local engagement and boost the success of each local business. By running at a individual store level, franchisees could choose their offer and capitalize on local market opportunities while still supporting Pizza Hut’s marketing plan and messaging.
Using our proprietary software platform, the Brand Amplifier, Reshift worked with the Pizza Hut Canada and UK head office teams to design dynamic, agile, and locally engaging social media ads on Facebook and Instagram that were already pre-built and ready for franchisees to choose from based on their local needs and offers. Each ad had programmatically localized copy with their store’s city name and street address to further push a local, personalized aspect rather than a generic “catch-all” campaign. The ads also ran off the local stores’ Facebook and Instagram handles, instead of head office’s for additional localization.
Our ads stood out because they were strategically shared during key buying moments and had localized offers for franchisees to select to help increase relevance and encourage engagement with their customers. After all, Pizza Hut franchisees know their customers better than anyone, so allowing them to tap into their local market created the opportunity to secure a competitive edge over other restaurants in their area.
Over the course of the campaign, we created over 50 distinct ad creatives, which, when programmatically localized, resulted in more than 54,000 potential local ad variations. This approach allowed us to tailor our messaging to specific target audiences, resulting in a highly effective advertising strategy using our industry-leading software that Pizza Hut continues to employ.
“We’re honored to take home the Gold in the Online Advertising & Marketing category,” said Jen McDonnell, Reshift’s VP of Content and Social Media. “We’d like to thank the Davey Awards for this incredible recognition, as well as our client, Pizza Hut, whose franchisees continue to use our Brand Amplifier software to run locally relevant, successful Meta campaigns.”
Learn more about our Brand Amplified platform and what it can do for your franchise company at www.brandamplifier.io/.
