The Zero Offense Pizza

Result

London International Awards - CREATIVE USE OF MARKETING EFFECTIVENESS - Bronze

Solution​​

As a form of apology to Italians, Japanese, and British people offended by our past unusal flavors, we proposed the most friendly “Zero Offense Pizza” with no topping and no flavor. 

Out of the 365 days in a year, only on April Fool’s Day are we serious about making no harm. 

Every year April Fools’ Day turns social media platforms into the biggest battlefield for brands to compete for attention. 

With zero media budget this year, we chose one simple post on Pizza Hut’s Facebook page that announced the release of “Zero Offense Pizza”. Using pictures and captions, we demonstrated the most harmless and deliciously fun pizza. Whether it is for a baby’s anti-drooling ceremony, a substitute ring fit, or a ring for a tossing game, everyone can get their hands on the ultimate prank item for this year’s April Fools’ Day.  

Challenge​​

Pizza Hut has been continuously introducing unusual flavors such as coriander and pig blood cake, durian, natto, and more in the past two years, causing outrage in countries around the world. This time, we have surprisingly launched a crust-only pizza! The "Zero Offense Pizza" is the least pizza-like pizza, leaving people to exclaim, "Are you joking?"  

With zero media budget, how can we create a new wave of WOW on social, increased buzz, and strong sales performance? 
The least pizza-like "Zero Offense Pizza" was, of course, launched on April Fools' Day, a day known for pranks and jokes!  

In the past, brands have always tried to prank customers, but imaginative the content was, customers were used to the deal. So this time, we turned the prank real and actually launched the no topping and crust only "Zero Offense Pizza" on April Fools’ Day.