Pizza Hut

Back in the day, Pizza Hut was the best. Its red roofs dotted the landscape like so many pepperonis. Today, those restaurants have mostly disappeared and with them the Hut’s standing in the category. But what if you could deliver that feeling home? Our goal was to recapture all the things you loved about Pizza Hut and reboot them for a new generation.

“Slice of Advice” Social Series

Meet the biggest fan of Pizza Hut you’ve never known. For him, the childhood memories of plunking down quarters and inhaling slices of pepperoni are ever-present. He’s a 12-year-old Pizza Hut diehard trapped in the body of a full-grown man. In casting this new spokesperson, we needed someone who could embody the spirit of Pizza Hut. Someone who’s joyful and fun and seems like a great hang. Our first choice was Craig Robinson, and luckily he said yes. Thanks Craig.

How do you a turn a home into a Hut? We worked with director David Gordon Green and production designer Chris Spellman to bring that vision to life, incorporating classic elements of Pizza Hut restaurants including brick, wood paneling, leather booths, checkered tablecloths, red cups, arcade games and iconic pizzas of the past.

In addition to bringing back the classic Pizza Hut logo, we worked with designer Simon Walker to create a custom Pizza Hut font inspired by the letters under the Hut. Design nerds can read more about it here. The Pizza Hut font is now used for product logos (like the $10 Tastemaker), the Pizza Hut tagline (“No One OutPizzas the Hut”) and across various other touchpoints including print and social.

At the end of the day, the pizza’s got to look great, especially in our food-centric spots. Our goal was to develop a visual approach unique to Pizza Hut. Working with Trevor Shepard, we created unique spaces inspired by both the product and the brand to serve as a backdrop for the pizza. For Detroit Style Pizza, we developed a Pizza Hut workshop with a custom oven inspired by the Motor City. And for the Triple Treat Box—a holiday-themed pizza wonderland.

Meat Lover’s

Detroit Style Pizza

Triple Treat Box

Tastewear

ADC: Merit

To win over a new generation of fans, Pizza Hut dropped Tastewear. Packaged inside our iconic red Hut, the limited-edition collection included a tracksuit, t-shirt, slides, chain and (of course) our iconic red cups. Partnering with prominent Gen Z fashion influencers on Instagram and TikTok, the campaign earned 1.02 billion impressions, helping Pizza Hut make the jump from nostalgic restaurant to lifestyle brand.

The Original Pan Weighted Blanket

One Show: Merit | ADC: Shortlist | Comm Arts: Shortlist (Advertising)

We partnered with Gravity Blanket to create the most premium pizza ever—a six-foot, photo-realistic weighted pizza blanket as thick and heavy as the real thing. This therapeutic collaboration was designed to improve sleep while also inducing pizza cravings. Despite the $150 price tag, these bad boys sold out in less than 10 hours with over 600 million impressions earned.

Nothing But Stuffed Crust

“It’s great if you want a pizza that more closely resembles an unrolled condom.” 😳

—Jimmy Fallon

Some crust gets tossed. Pizza Hut’s crust gets its own box. To promote its Original Stuffed Crust, we talked Pizza Hut into creating a new product that was literally just the crust with the pizza part thrown out. It was a hit—the only crust so good, it doesn’t need pizza. And yeah, Jimmy Fallon really said that on The Tonight Show. I mean…he’s not wrong.