Pizza Hut
Pepperoni Hug Spot
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/4219b1f5-5e17-4e44-8bdf-b4dcb2c609a7_rw_1920.jpg?h=70a1d95cd3aff39863695769b92ec486)
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When A.I. stole from Pizza Hut, Pizza Hut stole from A.I. and made its pizza for real.
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In April 2023, an A.I.-created pizza commercial broke the internet. Cool, right? Wrong! Because it borrowed heavily from Pizza Hut’s IP. So Pizza Hut "borrowed" back, and did the one thing A.I. can't do - brought the A.I. pizza to life for real. Take that, A.I.!!!
The Original A.I. Video
I can’t stress enough that we had nothing to do with making this. It was made by @pizza_later. But if you don’t know the video, our execution makes no sense.
"Borrowed" IP? That font looks familiar...So does that red roof...
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/7fbd1892-db22-4b36-bcd3-f9042c9e136b_rw_1920.png?h=d61788300fe7300d1e55a24d6e8a7f29)
How it came to life
Less than a week after Pepperoni Hug Spot hit the internet, Pizza Hut launched The Pepperoni Hug pizza and transformed one of their Toronto locations into a Pepperoni Hug Spot.
Less than a week after Pepperoni Hug Spot hit the internet, Pizza Hut launched The Pepperoni Hug pizza and transformed one of their Toronto locations into a Pepperoni Hug Spot.
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/2af06432-454e-45fc-bd98-5691320c59b7_rw_1920.png?h=e4a4d256a5fbcb2768ea038c12429029)
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/55d3d0a8-fc29-4e78-b44c-73f5fe73649f_rw_1920.png?h=711b84615fd27322d450ff0762889602)
Everything from their socials to Google Maps to online ordering to uniforms became Pepperoni Hug Spot.
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/67aaafd3-0d0d-4468-8b22-e60fabcf1552_rw_3840.png?h=97c1052a580df91b9c9f1fb0a092d2a2)
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/3ba94009-49cf-40ff-b9a8-58a95920dd9f_rw_1920.png?h=5ee795a09ccb876a030773e37bff5627)
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/6b6f6364-4a73-4a09-96fb-496fceee1a43_rw_1920.png?h=c825301764b9230ef0eeb4dd51b916a7)
Case Study
Results
In less than a week, Pepperoni Hug Spot generated 87% more organic social impressions than Pizza Hut usually gets in a month, a 70% increase in organic social engagement, and (in only 2 days) 20 million earned impressions.
![](https://cdn.myportfolio.com/8c241d37c1422acb0f268fdcd3490ebd/a827b2fc-8c38-42a3-a671-db8e832e90d3_rw_1920.png?h=490b17a16d3a7004fd6a397cfc6b76e4)
Awards
One Show, Webby's, Clio's, Epica Awards, Marketing Awards, Atomics, Applied Arts
Role: CD
AD: Danielle Zablocki
CW: London Choi
Agency: Leo Burnett, Toronto