Independent Trans-Tasman creative agency jnr. has launched a brand campaign for Pizza Hut Australia, How Bad Do You Want Good?, which debuted at halftime in State of Origin III.
jnr. won the Pizza Hut business via competitive pitch in mid-2025.
The campaign runs nationally across TV, OOH, digital, social and creators, developed in partnership with Initiative (media), WiredCo. (earned, PR and creators) and Burson (corporate communications).
Nora-Kate O'Connell, Pizza Hut Australia CMO, said the platform reflected a bold new chapter for the brand.
"We had a blast working closely with the jnr. team creating intentionally exaggerated and playful creative that dramatizes just how irresistible great Pizza Hut can be," she said.
Ryan O'Connell, jnr. founder and chief strategy officer, said the campaign was evidence of what could happen when a client and agency were in complete lockstep with a shared ambition.
John Marshall, jnr. founder and managing director, said the agency felt blessed to have a client that pushed them creatively because they understood great creative equalled effectiveness.
"If you had forgot Pizza Hut was here, well I am sure now you know," he said.
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