Pepperoni Hug Spot
On April 24, 2023, the AI-generated commercial “Pepperoni Hug Spot” went viral. Applauded for its quirky AI slogans and bizarre AI actors, Pizza Hut soon recognized a stark imitation of its brand, from its iconic red roof to its signature font.
7 days later, Pizza Hut flipped the script on AI. Embracing the viral video, they transformed Pizza Hut into Pepperoni Hug Spot, rebranding their socials, map listings, and even went as far as opening a namesake store that gave fans an opportunity to try the AI pizza in real life. If AI imitates Pizza Hut, Pizza Hut imitates AI.
Accolades:
2024 The One Show | BRONZE - Experiential and Immersive
2024 The One Show | Shortlist - Experiential and Immersive, Customer Experience
2024 The One Show | Shortlist - Cultural Driver, Content at the Speed of Culture
2024 The One Show | Shortlist - Experiential, Brand Installations
2024 Clios | Shortlist - Real Time Response
2024 Webbys - Advertising/Media/PR, Branded Content
2024 Webbys | Shortlist - Advertising/Media/PR, Real-Time Response
2024 Marketing Awards | BRONZE - Advertising OOH, Experiential/Special Events/Stunts
2024 Marketing Awards | BRONZE - Digital, Social Media
2024 Communication Arts - Integrated Campaign, Series
2024 Communication Arts | Shortlist - Digital Advertising
2024 CMAs - Business/Brand Impact, Retail/Consumer Businesses
2024 Epica | SILVER - Food
2024 Epica | Shortlisted - Creative Use of AI
2024 Atomics | BRONZE - Best Experiential Engagement
2024 Atomics | BRONZE - Digital Brand Experience
2024 Applied Arts - Brand Activation Campaign: Campaign
