Pizza Hut serves up actionable audio ad 'first' on Alexa

Pizza Hut is launching what is claimed to be the first “actionable audio ad” on smart speakers for a food brand, in a move that enables customers to claim a discount simply by saying “Alexa, Open Pizza Hut Delivery”.

The chain, which has 18,000 restaurants in more than 100 countries has partnered with voice assistant adtech firm Say It Now and performance marketing agency Navigate Digital to create the campaign that aims to tap into the 39% of UK adults who have access to a smart speaker at home.

The brand has a number of order options across the world – including via the Pizza Hut mobile app in some countries – and Say It Now’s conversational technology will now enable customers to receive deals directly through an ad.

Say it Now claims leading brands as well as global media agencies are looking to harness the potential of the emerging marketing channel; the adtech firm was recently selected as the voice partner of choice for Group M, which is responsible for more than $50bn in annual media investment through WPP agencies such as Mindshare, MediaCom, Wavemaker, Essence and m/SIX.

Pizza Hut head of digital marketing Nicola Keane said: “Customer convenience is a central part of our offering, and actionable audio ads slot in with our easy order options that include the Pizza Hut mobile app and website.

“We are committed to providing an easy pizza experience – from order to delivery – and this innovative conversational technology allows follow through on this commitment in new and exciting ways.”

Say It Now director of strategic partnerships Maria Cadbury added: “Actionable audio ads deliver immediacy and convenience for Pizza Hut customers hungry to get their hands on their favourite pizzas.

“Harnessing data and creativity, this is exactly the kind of campaign that our technology has been created to facilitate and it is great to see an innovative brand like Pizza Hut leading the way. We are excited to see what other brands we can work with to help give their broadcast advertising a boost.”

Since its inception in 2018, Say It Now has secured Diageo as a cornerstone client, established media partnerships with DAX from Global and Octave Audio, strategic relationships with A Million Ads and Hawk.

In December 2021, Say It Now acquired North American voice tech platform GetStarted, a move designed to consolidate the firm’s position by increasing the capabilities of its technology, reducing operational costs, increasing speed of delivery and opening new markets and revenue streams.