Pizza Hut marks 50th anniversary with a plate of nostalgia in new campaign via Special PR
In a new campaign via Special PR, Pizza Hut is serving up a plate of nostalgia with a side of its iconic dessert buffet.
To celebrate its 50th birthday, Pizza Hut has announced the return of its original all-you-can-eat buffet for one week only. Diners will be transported back to the classic restaurant, which has been fitted out to replicate the original interior—complete with the iconic pizza buffet, garlic bread, chips, salad bar, and free-flowing soft drinks.
Taking over Norma Taps at City Works Depot, the pop-up Hut opens its doors to the public from today, Thursday 26 September, through to Sunday 29 September, to offer a trip down memory lane. Last week, Kiwi’s went into a frenzy trying to get their hands on tickets, with the first release selling out in less than an hour and over 1,500 joining the waitlist. All proceeds from the ticket sales will be donated to Pizza Hut’s long standing charity partner, Hato Hone St John.
Special PR created the campaign, leading the creative, design, hero content development, media relations, event and influencer engagement. The agency was supported by digital media planning and paid activity by PHD, creative logo development by Dentsu, experiential production by The Supreme Group and a suite of TikTok social content developed by The Attention Seeker.
The last dine-in store closed in March 2016. Since then, Pizza Hut has had regular requests to reopen the restaurant, so much so that a Charge.org position was created.
Says Clark Wilson, managing director, Restaurant Brand: “While Kiwi’s can get their hands on our great-tasting pizza and sides anytime, anywhere, we know that The Hut is a core memory for many. As we celebrate 50 years and look towards the future, we couldn’t think of a better way to celebrate with the Kiwi’s who have been on the journey with us.”
Says Kelly Grindle, managing director at Special PR: “At Special PR, we not only want to create fame-driving moments, but campaigns that have a lasting impact. We hope the revival of The Hut brings back those treasured memories for Kiwi’s and further builds on their love for Pizza Hut.”
While tickets to The Hut were limited, the 50th birthday celebrations will continue through all stores with limited-edition retro products available nationwide. This includes a delicious Apple Crumble Pizza, Ultimate Double Cheesy, Cheesy Bites and Detroit pizzas.
Client: Pizza Hut
Agency Lead: Special PR
Media Buying: PHD
Experiential Activation: The Supreme Group
Logo Design: Dentsu
TikTok Social Media: The Attention Seeker
Content Production: Loupe Agency
Post-Production: Subgenre Studio
9 Comments
This is how you do PR. A cool idea at the centre, well designed and packaged up. Nice one Special
I had to agree with one media commentator – Special PR pitched this as ‘nostalgia’ but then failed to live up to our memory of it. Placing it in a soulless Cityworks Depot pop up? Would have loved to have seen this done in suburbia, taking over one of their original buildings with that iconic roofline, and really leaning into the 80s and 90s experience. I kind of resent this capitalising on our nostalgia yet somehow reviving nothing but a zombie version of the memory.
it’s really not that deep.
I have to agree with the first comment. Should have gone for proper nostalgia not a trendy 2024 hybrid.
I know my friends we’re raving about missing out on tickets to this
stale as 50 year old pizza.
Would love the opportunity to relive this iconic time in our lives. Bring it back please and give my Mokos the same chance.
The content coming out of this and punter sentiment I’ve seen gives the impression this one was exclusively for influencers, in a venue that didn’t reflect nostalgia, with limited spaces. Combining to make the whole activation feel inaccessible and exclusive – the antithesis of the original.
…beat that.