Adding to the era of fast food brands diversifying their offerings, Pizza Hut has launched one of its biggest Australian campaigns to introduce its new Pasta Hut Tuscani pastas range.

The campaign, created by M&C Saatchi and shot in a Sydney restaurant, includes a TVC featuring people who are eating and commenting on pasta meals without knowing the pasta is from Pizza Hut. The restaurant’s chef then reveals the truth to the surprised diners.

As a part of the campaign, Pizza Hut is asking Australians to vote for their preferred name – Pizza Hut or Pasta Hut.

The campaign is the biggest shift in the company’s market strategy since its launch in Australia 40 years ago.

Results from the campaign will help Pizza Hut executives decide if the introduction of a Pasta Hut brand would be viable in an economically tough environment.

To help in its decision, the company is also re-branding two Sydney CBD outlets to help gauge consumer reaction.