Mini Delivery
Pizza Hut x Cinnabon
Big arrival. Mini product. Micro budget.
Knowing that so many Canadians were unable to get their hands on an iconic Cinnabon treat, the people needed someone to step up with the goods. Pizza Hut wanted to come up big with the introduction of their ooey, gooey Cinnabon Mini Rolls. Soon to be available at locations across the country, we got to work on a campaign that would have pizza lovers and cinnamon roll fanatics alike breaking out the confetti!
The #MiniDelivery campaign spread the big news on a micro-budget. From coast to coast, the #MiniDelivery campaign made its way to Canadians, leveraging social media to spread the word: the highly coveted Cinnabon was at last within reach for the masses.
The Hunt
We took #MiniDelivery to the streets of Toronto, hiding miniature delivery cars in over 15 locations, inviting fans to snap a pic, post, and win free Pizza Hut for a year. The campaign took off and we got a whole lot of submissions (of course a car, or two, “drove away” though).
The Car
Taking cues from the beloved teal packaging of Cinnabon Rolls and the nostalgic charm of miniature cars, we designed a distinctive 1/48th scale die-cast Mini Delivery car and box that resonated with Cinnabon enthusiasts, with campaign messaging featured to highlight the sweet delivery.
Online, we reached out to those who had expressed their longing for Cinnabon and sent them a surprise #MiniDelivery to their doors.
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GCD: Christian Horsfall, CW: Danielle DiTomasso, Art Director: Chenice Piercy