MARKETING | Staff Reporter, Australia

Pizza Hut draws on nostalgia, brings back ‘Dougie' for Hot Dot campaign

The initiative sees a heat-sensitive dot placed on the chain’s boxes to measure the temperature of the pizza.

Pizza Hut in Australia has launched a new campaign, featuring a familiar character in their advertising during the ‘90s.

Played by actor Diamid Heidenreich, Dougie appeared in Pizza Hut’s ads between 1993 and 1996. The new campaign sees another delivery driver hurrying to the door of a Pizza Hut customer, and is surprised to see Dougie, still wearing his signature red cap, open the door.

The new ad also features the chain’s cavalry charge tune, which also used to appear in their advertising.

The campaign aims to promote its new Hot Dot initiative, where Pizza Hut places a heat-sensitive dot placed on their boxes to measure the temperature of the pizza, which is kept hot by new delivery bags.

“Remembered for the four-eight-one-double-one-double-one jingle, [the Cavalry Charge tune] evoked a sense of nostalgia and fond memories. So it made sense to bring back our most trusted pizza delivery boy, Dougie, to help launch our new Hot Dot delivery promise,” Pizza Hut Australia chief marketing officer Chet Patel said.

Pizza Hut currently operates 285 restaurants in Australia, employing over 9,000 employees.

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