Pizza Hut asks Aussies ‘How Bad Do You Want Good?’ in new brand campaign via jnr.

Pizza Hut is re-launching in Australia, spearheaded by a new brand campaign, ‘How Bad Do You Want Good?’, which dropped at halftime in last night’s State of Origin III.

The campaign was developed by jnr. and in partnership with Initiative, WiredCo., Burson and Pizza Hut Australia. The independent, Trans-Tasman, creative agency won the business via competitive pitch mid-way through 2025, and has been busy working on the re-brand ever since.

Says Pizza Hut Australia Chief Marketing Officer Nora-Kate O’Connell: “The new platform reflects a bold new chapter for Pizza Hut. We had a blast working closely with the jnr. team creating intentionally exaggerated & playful creative that dramatizes just how irresistible great Pizza Hut can be. You know you are on to something special when you can tell the creatives are having fun along the way & the board room’s reactions are quiet (& loud!) sniggers & snorts….pure joy!”

Says Ryan O’Connell, Founder and Chief Strategy Officer, jnr.: “No one reads these quotes, except my mum. So I just want her to know that this campaign is evidence of what can happen when you have a client/agency relationship in complete lockstep, with a shared ambition to do fun work. I’ve loved Pizza Hut since I was a kid, and I know I’m far from alone, so I hope we’ve done this iconic brand justice for its big re-launch.”

Says John Marshall, Founder and Managing Director, jnr.: “We feel pretty blessed to have a client that pushes us creatively because they understand great creative = effectiveness. It adds a welcome layer of pressure, but we all have bold ambitions for such an iconic brand and we know you have to be brave to be disruptive. A massive shout out must go to NK, Richard, the entire Pizza Hut team and our amazing Agency Village for the trust, partnership and boldness we have all had. If you had forgot Pizza Hut was here, well I am sure now you know.”

The campaign is live nationally across TV, outdoor, digital, social, creators and with integrated partnerships with a Bloke in a Bar.

Client – Pizza Hut Australia
Strategy / Creative / Design / Social – jnr.
Media – Initiative
Earned / PR / Media / Creators – WiredCo.
Corporate Comms / PR – Burson
Film Production – MOFA
Director – Yianni Warnock
Stills Production – Pool Collective
Photographer – Sean Izzard

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