Cheese Codes

BRONZE Innovation in Brand Experience & Activation
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Dentsu (Malaysia) Sdn Bhd


Pizza Hut


Cheesy Poppers Pizza


Pizza Hut Malaysia had an uphill battle when the annual Cheesy Poppers Pizza promo coincided at the same time as the 2022 FIFA World Cup. While we were tasked to close the year with a 10% YOY increase of sales, the stakes were a lot higher this time for maximum share of voice – so we looked beyond the usual cluttered media spaces and strategically played to win at all costs, with fewer spends.


The 2022 FIFA World Cup wasn’t just played in Qatar. It was played on millions of smartphones. Cheese Codes is a real-time promo that rewards gamers for every goal scored at the World Cup. We created numerous codes by combining pizza toppings with player names – Mbapperoni (Mbappe, France), Crispiano (Cristiano Ronaldo, Portugal), Mezzirella (Messi, Argentina), Neymarinara (Neymar, Brazil), Modrichili (Modric, Croatia) and more. By dropping unique pizza codes into the A-boards of popular football games, we took anticipation to the next level while boosting orders. The idea stemmed from a behavioural truth – we saw that they take a half-time break and divert their attention to mobile football games, recreating scores and matches on FIFA Mobile, Top Eleven and Football Manager. So we played the game on their turf.


Kunal Roy: CEO
Andrew Low: Group Chief Creative Officer
Sid Nair: Creative Director
Camilia Johari: Copywriter
Diyanah Poedjo: Designer
Rafique Ramleh: Senior Strategic Planner
Nicholas Corneilius: Social Media Director
Janine Wai: Business Director
Szen Li Cheam: Assistant Digital PR Manager
Amy Maisara Abdul Rahman: Senior Digital PR Executive
Claudia Monteiro: Senior Digital PR Executive
Wai Kin Ng: Senior Producer
Michelle Loo: Producer
Najwan Danil-Taridi: Motion Graphics Designer

Carat Malaysia:
Winnie Chen-Head: Partner, Head of Product Growth, Carat
Vanitha Selvathurai: Partner, Head of Carat
Mohamed Salim: Head of Strategy, Carat
Manpreet Kaur: Director, Client Leadership, Carat
Man Shin Yeong: Senior Executive, Media Planning, Carat

Gary Fung: Regional Gaming Director
Team: Kieu Nguyen, Destinee Koh, Mitchel Vaz, Van Vo, Eleen Tay

Matt Blackholler: Director
Grace Cooke: Head of Operations


Antoine Clairet: Head of Demand
Eashen Rhodes: Head of Supply

Pizza Hut Malaysia:
Emily Chong: Chief Marketing Officer
Jacelyn Lim: Assistant Brand Manager