• Pizza Hut and creative agency Iris tease Londoners with a non-functional vertical pizza box in a campaign aiming to inspire conversations about the brand on social media.
• The promotional stunt comes as Pizza Hut UK faces a significant downturn in business and a major franchisee goes into administration.

In the UK, Pizza Hut has been in a rut. 

Last year, the Hut’s largest franchisee, and operator of all of the brand’s UK dine-in locations, DC London Pie Limited, filed for administration, which is similar to the US’s chapter 11 bankruptcy. As a result, 68 dine-in restaurants and 11 delivery sites were closed, and 1,210 people lost their jobs.