Pizza Hut has hired comedian Paddy McGuinness to front its latest online marketing campaign, which aims to ‘inject some fun and passion back into the brand.‘

The sketches, which are produced, scripted and starred in by Max and Paddy‘s Road to Nowhere star McGuiness, herald the beginning of a new digitally focussed marketing strategy for the company.

Pizza Hut, which launched its first restaurant in Britain in 1973, said the new decision was based on first-hand customer insight and reflected a move towards more innovative customer relationship management.

Kathryn Austin, Director of HR and Marketing at Pizza Hut Restaurants explains: “Our partnership with Paddy reflects a new chapter in Pizza Hut Restaurants‘ digital approach and customer engagement.

“Our customer base no longer relies on television as a way of accessing information and prefer communicating with us in a digital environment. As a result we‘ve shaken up our marketing strategy and moved towards a multi-channel approach.”