*Editor’s Note: This was an assignment for Journalism 304, Media Writing for Audiences. Our task was to put together a Strategic Research Document (SRD) in groups, then as individuals, take that information and write a concise, clear, and effective Creative Writing Brief about the information we learned. The SRD is linked as a document at the bottom of the page.

Creative Writing Brief- Pizza Hut

1. What problem are we trying to solve?

We are trying to keep Pizza Hut’s revenue steady or increasing over the course of the end of the pandemic by highlighting the nutrition information we have and how this information means you can fit your dietary needs and still eat pizza. 

2. Why are we communicating?

We are trying to get people interested in what we have to offer for nutrition, and how it best fits their needs as consumers.

3. Whom are we talking to?

We are talking to college kids, who are worried about health. We want people concerned with health to know that we hear what they are saying and we care about how to make sure that our foods fit their dietary needs. In order to meet the dietary needs of our consumers, we are advertising our nutrition information and facts in order to keep people interested because we have this information, and other places do not. 

4. Is there a consumer insight?

We know that many college kids are concerned with health, and want to stay healthy in college. By offering extensive nutrition information, we should be able to develop a loyal customer base that knows that we have what they need to both keep to their dietary needs and also indulge a little too. 

5. What do our customers currently think?

Currently, according to Consumer Affairs*, there is a lot of people that are upset with the amount of stuff they get on their pizza and what ecstasy goes into our foods. In order to remedy that, we need to promote the way that we focus on nutrition so that people understand exactly what goes into their pizza. Instead of them having to look up what is in their food somewhere else, they can use exactly what is on our website for the best information. The cost is set for a reason, and that reason is to ensure better food where a consumer can track what exactly is in that food. 

6. What do we want them to think?

We want them to know how much work goes into their food so that we can make it the best it can be. We also want them to know that their voice matters and we understand what they are saying. We value their perspective and we are showing them how much they can learn about nutrition and why we care. And we care so that we can generate a consumer base that knows they can rely on us to tell them exactly what is in their food.

7. What is the single most persuasive idea we can convey?

You told us you were concerned about health, we listened. Here is what you requested to know about dietary information.

8. Why should customers believe it?

They should believe it because they can fact-check it. They can go online and get all of the information they are looking for. They can spend as much time as they want looking for the information they want, and they will get it because it will be spelled out right before their eyes. You can look for it yourself, and look through it all yourself.

9. What should we say and how should we say it?

We should say “You asked, and we listened. Pizza Hut’s nutrition information is here to make sure you know exactly what is in your food, exactly how you want it. Go to pizzahut.com today, and test it out yourself.”

10. How will we communicate our message? 

We will communicate our message with a 30-second commercial, during a program on TV that is aimed toward college students (The Bachelor, College Football/ Basketball, etc)

* Review by Maggie of Hendersonville, NC on August 28, 2021