Pizza Hut Rolls Out Deceptive ‘Frozen’ Pizzas To Prove It Only Does Fresh

Image courtesy of Publicis Middle East

In pizza you crust—unless it’s frozen, perhaps. Pizza Hut Middle East recently surprised supermarket shoppers with its first venture into ready-to-heat pies. Alas, customers who picked up these boxes from the frozen section realized they’d come home empty-handed.

In place of dinner was a note explaining why the boxes contained nothing: “Sorry, we don’t do frozen pizzas. Our dough is freshly made every single day.”

Shoppers who received the cold shoulder could redeem a piping-hot, fresh ’za from the chain with a voucher, attached to the empty packaging, via the Pizza Hut app.

Publicis Dubai, the creative agency behind the campaign, endeavored to shake off false perceptions about Pizza Hut’s food preparation. Many patrons assume the chain uses frozen dough—a myth that even Creative Director Augusto Correia used to believe.

“The reason behind the stunt wasn’t just about poking fun,” Correia explains. “It was a way of cutting through the noise and debunking a common misconception about the Quick Service Restaurants industry.”

Image courtesy of Publicis Middle East

Beverley D’Cruz, general manager of Pizza Hut for the Middle East and Pakistan, notes the element of surprise helps in conveyingt he message that the restaurant is committed to freshness. “When people are surprised, they pay attention—and they remember.”

[via Publicis Middle East, images courtesy]