Last week, Pizza Hut briefed reporters from several titles, including Marketing, with the story that it was rebranding its entire portfolio as Pasta Hut to encourage consumers to reassess its menu.
Somewhere between these first briefings and this Monday, however, a fresh strategy was hurriedly unveiled. Now, the company was saying that the switch was only 'temporary'.
I suspect someone at Pizza Hut lost their nerve, reaching the wise conclusion that leading the media to write an incorrect story, seemingly in the hope of achieving lots of publicity for a revamped menu, was a bad idea.
Whatever the reasons, earlier in the week there was some confusion about how long term the anticipated name change would be. Given that the company made the same change in the US on April Fools' Day, it seems unlikely to extend beyond a few temporary signs and a separate menu section.
Pizza Hut has an unhealthy image to grapple with. Its dining experience does not traditionally draw middle-class consumers - a group it wants to attract. Its best chance is to offer healthier choices to those cutting their spending in the face of a downturn. All it has to do is make consumers aware that it is not all Stuffed Crust pizzas and fatty garlic bread.
Many of our online readers have pointed out the main problem with the 'Pasta Hut' strategy: it makes little sense to anybody. Marketing is about prudent, long-term objectives, not silly stunts. Like journalists, the public - on whom the 'new' branding will make its impact - will not like to feel they have been duped.
Lucy.barrett@haymarket.com.