PIZZA BEFORE THE HUT
Football’s most famous word became ours.
THE OPPORTUNITY
Pizza Hut didn’t have NFL or NCAA sponsorship rights. Minor problem when you want to own football season. Then again, our name gets yelled before almost every play.
THE IDEA
So we claimed the “hut,” turning football’s most famous word into a game-day ritual to order Pizza Hut. Then we brought in Tom Brady, a man who’s said it a few times, to make it official.
THE IMPACT
Turns out football fans were into it. Big New Yorker sales jumped 522% year over year, the campaign generated 3.5B+ earned impressions, and brand differentiation climbed nearly 4.5x to its highest level in almost 25 years.
DIRECTED BY ERICH JOINER