Frozen Pizza? Pizza Hut pranks customers and influencers to bring awareness to their fresh dough

Pizza Hut Middle East has introduced a surprising element to its product lineup 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.

“Sorry, we don’t do frozen pizzas.

Our dough is freshly made every single day.

But don’t worry, here’s a voucher to get a fresh one on our app.”

In an industry often associated with frozen ingredients, Pizza Hut wanted to remind everyone that their pizzas are never frozen. That’s when their creative agency, Publicis Middle East, decided to humorously call out the fact that even when Pizza Hut does frozen pizzas, they don’t.

Beverley D’Cruz, General Manager - Middle East and Pakistan at Pizza Hut says of the idea: “In today’s 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—and they remember.”