A TV campaign targeting younger consumers has been launched by Pizza Hut Delivery.

The campaign will run for 11 months as part of a deal between Channel 4 and Pizza Hut Deliver and was created by 4Creative.

The deal was brokered by Starcom.

Mags Dixon, director of marketing at Pizza Hut Delivery, said: "Partnering with E4 and developing a campaign that will run exclusively on its channel, fits perfectly with our strategy for the Pizza Hut Delivery brand.

"We were keen to utilise the 4Creative resource to ensure the advert was produced in the tone our target audience resonates with. We are extremely excited to announce this partnership, which we believe will put the Pizza Hut Delivery brand front of mind for 18- to 34-year-olds ordering a takeaway or delivery pizza," added Dixon.

David Amodio, strategic sales manager for Channel 4 added: "Exploring new ventures like this, such as branding ads to ensure maximum cut-through, is a great concept. And Using Virtuous Systems offers the client a superb opportunity to measure, and optimise, the direct value and effectiveness of the campaign in a way that hasn't been done before."