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Pizza Hut鈥檚 Frozen Pizza Range Proves It Doesn鈥檛 Do Frozen

28/10/2024
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Publics Dubai pranks customers and influencers in select supermarkets across the Middle East with an empty frozen pizza boxes

Pizza Hut Middle East has introduced a surprising element to its product line up with the launch of their first-ever frozen pizza, now available in select supermarkets across the region. While the launch itself caught many off guard, the true surprise awaited inside the box. Customers found that there was no pizza inside the box, but rather a note explaining the reason why the box was empty. 

鈥淪orry, we don鈥檛 do frozen pizzas.  

Our dough is freshly made every single day.

But don鈥檛 worry, here鈥檚 a voucher to get a fresh one on our app.鈥 

In an industry often associated with frozen ingredients, Pizza Hut wanted to remind everyone that their pizzas are never frozen. That鈥檚 when their creative agency, Publicis Middle East, decided to humorously call out the fact that even when Pizza Hut does frozen pizzas, they don鈥檛. 

Augusto Correia, creative director at Publicis Dubai, shares how the idea came to life, 鈥淟ike most people, at first I assumed Pizza Hut鈥檚 dough was pre-made and frozen. It then became clear to us that we needed to prove the public wrong with something just as surprising as the fact itself. So, the reason behind the stunt wasn鈥檛 just about poking fun鈥攊t was a way of cutting through the noise and debunking a common misconception about the Quick Service Restaurants industry.鈥

The frozen pizza stunt is part of a larger effort to educate customers while reinforcing the brand鈥檚 dedication to quality. Pizza Hut is proving that they can make the conversation around quality not only informative but fun through their new platform 鈥榃hat鈥檚 in the Box鈥 - which aims to shed light on their fresh dough which is prepared daily, their freshly made sauce, the fact that every pizza is made to order, and other quality practices such as ingredient sourcing and partnerships. 

Beverley D鈥機ruz, general manager - Middle East and Pakistan at Pizza Hut says of the idea, 鈥淚n today鈥檚 world, consumers are overwhelmed with information, especially around food quality. We wanted people to be engaged. This stunt allowed us to showcase our commitment to freshness. When people are surprised, they pay attention鈥攁nd they remember.鈥

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