a statement, Pizza Hut said that it intended to convert about half of the Eagle Boys to the Pizza Hut brand before Christmas 2016; the remainder it hoped to convert by April 2017. The first store to switch from Eagle Boys to Pizza Hut was on Sydney's northern beaches. Marketing In 1992, Eagle Boys registered its "pink glow"—the pink look of its logo— with IP Australia, the Australian Government intellectual property office. A customer survey in support of the company's application found people strongly associated the pink glow with Eagle Boys stores. The distinctive colour scheme was designed to create a fun and upbeat feel. In 2007, Eagle Boys launched the "Vote 1 Full Size Large Pizza" campaign bringing to task its competitors for selling smaller pizzas. Domino's had reduced the size of their large pizzas in mid-2007 and Pizza Hut had changed their sizing in late 2006. The campaign produced a sales uplift of over 27%. In 2009, the pizza chain announced a $7 million advertising campaign, called the "Real" campaign, that reinforced its "Bigger, Better" slogan. The campaign involved the VW "Real Mobile" driving around Australia offering Eagle Boys pizza and recording testimonials for a TV commercial. Later in the year, Eagle Boys launched another campaign comparing its pizzas to those of its competitors, this time built around the "blind taste test" which found almost half of test subjects preferred Eagle Boys pizzas to those of pizzas from Domino's and Pizza Hut combined. In 2010, Eagle Boys launched a multimillion-dollar campaign "31 New Menu Items – Each One Delicious”. The campaign was the first to use Eagle Boys' new phone name 1300 EAGLE BOYS. New pastas were among the 31 new menu offerings, Desserts were also included, among them a chocolate fudge mousse that received a Gold Medal at the 2010 Royal Queensland Food and Wine Show. The menu was tested over a 12-month period ahead of the launch. Eagle Boys told media it expected a 15% spike in sales on the back of the launch. A gluten "friendly" base was also on the menu for the first time, with an Eagle Boys spokesperson claiming it was more transparent than claiming it could offer a gluten-free base—only food prepared in a gluten-free kitchen can make the claim that it is truly offering a gluten free range. The chain also announced it would scale back its social media spend.