PIZZA BEFORE THE HUT
Football’s most famous word became ours.
THE CHALLENGE
Without official NFL or NCAA sponsorship rights, Pizza Hut needed a way into football culture. But our name was already in every play. We just needed to remind fans that the game doesn’t feel right without the Hut.
THE IDEA
We turned football’s most famous word into a game-day ritual: Pizza Before the Hut. Then we teamed up with Tom Brady, the quarterback who’s said “hut” more than anyone in history, to make it official.
THE IMPACT
Big New Yorker sales jumped 522% year over year, generating 3.5B+ earned impressions. Brand differentiation rose nearly 4.5x to its highest level in almost 25 years.