Issues
Quick Service Restaurants (QSRs) had come under increasing attack from the media, consumers and public health advocates for not offering healthier, lower fat items. Pizza Hut responded by introducing the Fit 'n Delicious Pizza and charged Ogilvy PR with launching the product to consumer media.

Challenge
The launch of the new Pizza Hut product came in the wake of similar launches by other QSRs, including McDonalds, Burger King, Wendy's and Taco Bell. Consumer media had been saturated with such messages. To make the challenge even more daunting, Ogilvy PR was given just two week's notice before the launch in October, 2003.

Insight
Simply launching the new product with standard media materials and outreach was sure to generate a ho-hum response. A credible spokesperson on nutrition was needed if Fit 'n Delicious was to find a place to fit in newsprint, in magazines and on TV.

Strategy
We developed a consumer long-lead media tour with well-respected nutritionist Jackie Newgent R.D. We then secured some 25 media briefings in fewer than 10 business days.

Campaign
•	Ogilvy PR facilitated multiple desk-side briefings and three phone interviews with Jackie Newgent, who served a piping hot Fit 'n Delicious Pizza at every briefing
•	Publications on the tour included Good Housekeeping, Parade, Vogue, Glamour, Redbook, Family Circle, Seventeen and YM
•	We personally visited national magazines outside Manhattan to ensure the broadest possible reach.
Results
•	Cover Story: The "Money" section of USA Today ran a cover story
•	Print and electronic coverage was gained from the Wall Street Journal, New York Times, the Associated Press, Good Morning America, 20/20, FOX News, CNN Headline News, AP Radio, Bloomberg Radio, Reuters, the Miami Herald and several local TV stations
•	As of October 31, 2003, Fit 'n Delicious received 117 hits with a total of 695,495,877 impressions