# data[].attributes.body
AIDA Model

Attention -> interest = desire -> action

3 ACT

Setup -> stress/tension -> resolution

String of Pearls

a string of posts with different details/reasons (selling points), one after another (design consistency)

Star - Chain - Hook

Product/service/idea (star) -> a series of reasons/solutions (chain) -> call to action (hook)

-----

Atomisation

content that can be partitioned/repackaged in several ways while remaining strategically & narratively aligned. Efficient way to use resources & amplify the message. Related distinct content on different social channels increases the likelihood of reaching target audiences & greater engagement.

-----

Prototyping the narrative arc

aligns with tone, pacing, and emotion before content creation

helps identify gaps

keeps campaign cohesive

prevents 'random post syndrome'

# data[].attributes.body
Content strategy - what assets are needed? (content pillars) e.g. 2 reels, 14 posts etc

design & prototype at least 4 assets (prototypes -> not finished, & multiple prototypes for each asset)

test & iterate for tone, messaging

'Tuten defines content strategy as the coordinated plan for “creating, distributing, and governing content that meets both brand and audience goals.” (Chapter 5.)'

1. What will we say - (content pillars)

2. Where will we say it - (platforms/zones)

3. How will we say it - (tone/format/schedule)

# data[].attributes.body
convey compelling narrative / story

too many words, not enough content

too long to get to the big idea

ambitious kpi's

# data[].attributes.headline
final deck pdf file is too big too submit here

# data[].attributes.subject
final deck pdf file is too big too submit here

# data[].attributes.body
file:///C:/Users/charl/Downloads/Design%20Communication%20and%20Testing%20Strategy_Week%205%20Pitch_Group%204_pizza4ps.pdf

# data[].attributes.body
This project was enjoyable and had plenty of freedom. I like learning about marketing strategy and the demographics side of things, as opposed to the usual focus on solely visual design in previous projects. The PESO model and smart goals framework are things that I will be sure to bring into future projects, as this was very useful in defining goals and needs, etc. I'm very proud of the outcome of our presentation deck. Visually, I think it looks brilliant, and the content is useful, informative, and clear about our campaign and its goals. The group aspect was challenging, as I was repeatedly not told about or invited to group meetings and left to catch up by myself. I often found it hard to communicate, as many times conversations would only be in Vietnamese, and it was difficult to get my ideas across to people who were reluctant to speak to me. I know that the campaign should have had a strong focus on the actual social media marketing aspect, but this was often dismissed/not understood. The dependence/culture of ChatGPT is also surprising to see in the second year of university for fairly simple tasks and research.

# data[].attributes.body
Big idea: 12 days of 4p's

Key msg: Presents, Pines, Peace Pizza

12/12: cozy christmas playlist drops

13/12 - 15/12: release of seasonal menu, designing your own glass creative event & seasonal happy hour

16/12 - 19/12: christmas pizza workshop

20/12 - 21/12: christmas film screening

22/12 - 23/12: unknown?

24/12: live band performance

# data[].attributes.body
We ultimately abandoned our idea for McDonald's, as it's a global brand with already extensive reach in various markets. It was also noted that McDonald's is not very familiar to many Vietnamese consumers due to cultural eating habits. We opted for Pizza 4 P's, a famous Italian-Japanese pizza brand in Vietnam. The brand has grown largely through its high-quality, farm-to-table approach and warm, community environment. However, 4P's rely more on word-of-mouth advertising rather than large campaigns, and their communication hasn't been very strong, particularly among Gen Z. While many young people enjoy their food, the social media presence lacks active engagement or aesthetics. This is beneficial for us as it gives us more room to develop a creative and fresh campaign catered to Gen Z, who are heavy social media users that will value this connection. The brand's consistent focus on sustainability and care also makes it a perfect brand to align with Gen Z and better reach our target audience.

# data[].attributes.body
founded by a couple who believed pizza could bring people together and 'make the world a little brighter'

after losing a friend to suicide

'pizza for peace' slogan

mission to connect people through food, education, and sustainability

optimistic spirit

identity reflects a balance of playfulness and purpose, clean typography, confident wordmark, and a flexible system design

sustainability, sharing & humanity

'make the world smile for peace'

https://pizza4ps.com/vn/vision/

https://www.behance.net/gallery/90212475/Pizza-4Ps

https://www.basedesign.com/work/4ps

# data[].attributes.attachment_link.readable_text
Cookie Policy

We would like to use cookies to understand your use of our website and to give you a better experience. To find out more about our cookies and how to change your choices, please go to our Privacy Policy

Let's Make Smile!
Since 2011〜

In 2005, a simple backyard oven in Tokyo, Japan ignited a flame that would eventually warm hearts across Asia. Yosuke Masuko, the visionary behind Pizza 4P's, discovered a profound truth in the act of sharing homemade pizzas. As friends gathered around his humble oven, which comforted his soul after losing a dear friend to suicide, laughter and smiles returned, and a dream was born.

This dream wasn't just about serving delicious pizza, it was about spreading happiness, fostering togetherness and cultivating inner peace. From those first tender moments, Pizza 4P's began a journey that would blur the borders and connect people to people, one pizza at a time.

Vision

Make
the World
Smile for
Peace

The name "Pizza 4P's" means "Pizza for Peace" that carries an ultimate vision to Make the World Smile for Peace. We all deserve genuine smiles, pleasure and a peaceful life. Apart from delivering worthy meals made from sustainable resources, we want to encourage joy and happiness in our guests.

Mission

Delivering
Wow,
Sharing
Happiness

At Pizza 4P's, we deliver wow and share happiness through mindful service, thoughtfully prepared meals, and community engagement. We aim to go beyond creating exceptional dining experiences, we foster connections that bring peace to everyday life. Our partners prepare each dish with focused attention and genuine care, transferring positive energy to those who enjoy it. We measure success not just financially, but by smiles generated, connections fostered, and peaceful moments created.

CEO Message

WE HOPE TO BRING YOU A TASTE OF HAPPINESS

VIEW
MORE

Company Info

Representative

Yosuke Masuko

Numbers of Store

Total : 40

Vietnam

35

Cambodia

2

Indonesia

1

Japan

1

India

1

Employee Total

3852 (Vietnam: 3,556, Cambodia: 149, India: 122, Japan : 25)

Contact

info@pizza4ps.com

Founded

2011

Business Details

4P's, headquartered in Ho Chi Minh City, Vietnam, operates 40 worldwide restaurants. Our main restaurant, Pizza 4P's, has 35 stores in Vietnam and manages global franchises like IPPUDO and ABOUT LIFE COFFEE BREWERS. Our core products are food and beverages, specifically pizza, with key differentiators of "House-made cheeses", "Earth-to-people" and "Omotenashi" hospitality.

PIZZA 4P'S LEADERSHIP

# data[].attributes.attachment_link.description
Pizza 4P's arose from a desire to bring people peace and happiness, two of the most fundamental aspects of modern life.

# data[].attributes.body
c

# data[].attributes.headline
12 days of christmas 12 days / tastes of pizza campaign concept

# data[].attributes.subject
12 days of christmas 12 days / tastes of pizza campaign concept

# data[].attributes.body
seasonal Christmas campaign

new menu

specials for Christmas

merch?

Campaign Goals

increasing brand awareness

boosting sales

encouraging customer experience - more specific - can / how is it measured

bringing families together

# data[].attributes.body
What is your age range

under 18

18-22

23-25

above 25

prefer not to say

What is your gender?

male

female

prefer not to say

What social media platform do you use the most?

Tiktok

Instagram

Facebook

Threads

other

I don't use social media

How often would you say you eat at Mcdonald's?

2+ times a week

once a week

1 -3 times a month

never

Would you consider yourself a healthy eater most of the time?

yes

no

maybe

Which brand of fast food do you think is the most popular in Vietnam?

Can you rank these choices as most important to you when choosing to eat fast food from 1-5?

( 5 = most important, 1 = least important)

price

convenience

taste

brand image

promotions / deals

Where do you usually hear about Mcdonald's promotions or new products?

Instagram

Tiktok

Facebook

word of mouth / from friends

TV adverts

Which Mcdonald's products would you say you buy the most?

burgers

fries

fizzy drinks

desserts

coffee

chicken

Which of these do you think best describes Mcdonalds brand image in Vietnam?

fun and youthful

modern and international

family friendly

otudated and boring

other

What could Mcdonald's do better in order to attract more students like you?

how likely are you to recommend Mcdonald's to a friend?

5 (definitely)

4 (likely)

3 (only in passing)

2 (unlikely)

1 (never)

# data[].attributes.body
Problems

losing relevance with younger consumers (Gen Z), who look for more niche, healthy food brands or cannot afford to eat out. Can be seen as outdated or impersonal and 'too cheap'

sustainability - not viewed as a healthy, 'green' choice for a meal. faces lof criticism around wastage and rumors of uncleanliness and questions of where meat is sourced

Opportunities

reposition the emotional connection of mcdonald's with Gen Z as a brand that relates and is relevant to younger culture. remind them of childhood, family connections and a place for socialisation etc.

create progressive campaign around sustainability and moving forward into an eco world, show true clarity around the business and 'turning a new leaf'

# data[].attributes.body
User Persona (to create)

Audience requirements

students of our age group and demographic and largely overlapping interests

media consumption will have some variety, will be present on social media - hence marketing important

Competitors

kfc

pizza hut

popeyes

(find other fast food chains in vietnam)

# data[].attributes.body
Mcdonald's

Create engagement with new customers and Gen Z audience

Change perceptions of being cheap and dirty, perhaps build upmarket to reach new consumers

deliver social media outcomes, physical media eg. billboards, posters