Pizza Hut has unveiled a new product called Pizza Hut Melts for snacking, lunch, and on-the-go eating. It sets out to give the sharing custom a break with a light–hearted campaign.
Pizza Hut says it has always been synonymous with sharing—a concept deeply embedded in the region’s customs, culture and heritage.
Pizza Hut Melts seeks to empower individuals to enjoy their food without the need to share. The campaign, developed by Publicis Middle East, employs the hand slap—a spontaneous gesture to prevent someone from taking one’s food in a light-hearted and humorous manner.
This works as a creative tool for communicating #Not4Sharing.
Its four flavours—Meat Lovers, Pepperoni Lovers, Spicy Chicken Ranch and Ultimate Cheese pay homage to the much-loved Pizza Hut classics.
Ahmed Sabri, Regional Marketing Lead for Pizza Hut, Middle East & Pakistan said: “It’s a handheld innovation that can go anywhere. With our Gen Z target we let them indulge and enjoy their Melts free from the expectation to share. Pizza Hut Melts will be a game changer for the brand.”
In a world that promotes the oversharing of information, photos, personal stories and journeys, Pizza Hut decided to go the opposite direction to empower people’s desire to ‘go solo’ and indulge in their own cravings with this new individual-focused menu item.
“Joey from Friends doesn’t share food. And neither should you if you’re grabbing Pizza Hut Melts! While sharing is generally considered good manners, sharing single-serving food shouldn’t be. Our Melts campaign supports those that just want to eat in peace. It’s okay to slap greedy hands away,” added Augusto Correia, Creative Director for Publicis Middle East.
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