Pizza so good it makes you say - Pizza wHut?! To highlight Pizza Hut’s flavor innovation, the “Pizza wHUT?!’ campaign was launched to draw awareness to the brand at the height of football – and pizza-ordering – season. Pizza Hut sought to win over Gen Z, staying top of mind through the winter season and beyond.
To generate awareness and buzz for the campaign, Pizza Hut partnered with the cultural icon and ultimate hype man, Lil Jon, to ad-lib his signature “What?!” into a new “Pizza wHut?!” jingle. The mini track dropped during the halftime of the Super Bowl – right after Lil Jon was performing on stage, with Lil Jon sharing the post with his millions of followers, encouraging his followers to order Pizza Hut. To achieve Gen Z reach, Pizza Hut collaborated with four rising content creators, strategically timing the release of the song in their videos during the high-visibility moment of the big game, driving maximum impact and audience connection.
To extend the life of the campaign - Pizza Hut made sure to drop the memorable song at key activations, such as F1 festivities in Miami, the pre-Grammys Basement Series, and more.
The campaign reached over 1.5M people across five different creators (including Lil Jon himself). 75% of the audience reached was under the age of 24, squarely within the Gen Z target, and 66% of those reached were BIPOC, aligning with the brand's multicultural goals.
The campaign garnered coverage from industry and entertainment outlets alike - securing nearly 1.5B impressions for the brand, 83% of which were national press placements.
