To re-engage with Aussies after years on the cultural periphery as Australia’s “pizza ghost”, Pizza Hut underwent a major $10 million Australia-wide transformation. New brand, new menu and perhaps most exciting of all – new stores. 

Our challenge? Relaunch Pizza Hut and connect the new brand to 18-24s in a way that was impossible to ignore through earned media. 

To achieve the cultural cut through the brand needed we Wire-tapped into a phenomena filled with spectacle – unboxing. Unboxing has enthralled millions for years with its scroll-stopping intrigue, and one of Pizza Hut’s most central distinctive brand assets is its branded box. A synergy as sumptuous as pepperoni and cheese.