Pizza Hut tries adventurous menu offerings

New York

MUCH is at stake as Pizza Hut began on Wednesday what executives are calling the biggest campaign in its 56-year history, promoting changes in just about every aspect of its identity: products, packaging, logos, colour palettes, uniforms and websites.

The goal of the campaign - the first work by Pizza Hut's new creative agency, Deutsch LA - is to alter perceptions by assuring consumers, particularly members of the millennial generation, that Pizza Hut understands how ardently they are embracing different foods and flavours.

To assure sceptics that the changes are more than cosmetic, the campaign promises more menu variety t…