Industry News | April 11, 2016

Pizza Hut Asks: Captain America or Iron Man?

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Pizza Hut is joining forces with Marvel’s Captain America: Civil War to give pizza lovers the power to choose a side in what is destined to be one of the year’s biggest movie battles. Although there may be a war onscreen, Pizza Hut is putting an end to all dinner table battles with its $5 Flavor Menu. And with the addition of the all-new Stuffed Garlic Knots to the $5 Flavor Menu, pizza fans now have even more reason to say “yes” to their favorite Pizza Hut items. An order of Stuffed Garlic Knots includes 10 knots stuffed with Mozzarella cheese for just $5.

“The new Captain America movie is centered around the concept of picking sides—Iron Man versus Captain America—but at Pizza Hut, we know picking sides doesn’t have to lead to an all-out battle,” says Jared Drinkwater, vice president of marketing, Pizza Hut. “With the $5 Flavor Menu, we’re giving customers the power to choose at a price that allows them to say ‘yes’ to all of their favorite items, including medium one-topping pizzas.”

As part of the promotional partnership, Pizza Hut and Marvel have developed an action-packed Captain America: Civil War­–themed digital hub for adult audiences at www.PizzaHut.com/CaptainAmerica. The hub, which launches April 11, gives Marvel fans and pizza lovers access to exclusive Captain America: Civil War content, including never-before-scene clips and stills from the latest Marvel film. The site also features a quiz allowing users to pick which side they should root for—Captain America or Iron Man—for the chance to win epic prizes, including a trip to a future Marvel movie premiere, behind-the-scenes access to a Marvel prop house and more.

The hub will serve as a housing agent for content that can exclusively be experienced at www.PizzaHut.com/CaptainAmerica. This is the first entertainment from Pizza Hut designed to provide consumers with material to stay engaged while awaiting their order.

“Being able to provide our customers with unique content exclusively through our channels is one of the many exciting ways we are bringing this effort to life,” Drinkwater says. “A wide variety of prizes and unique experiences tied directly to the film will be fun and entertaining for Marvel and Pizza Hut fans alike.”

In addition to the digital hub, Pizza Hut will launch a fully integrated marketing campaign for adults, including a new television spot featuring Captain America: Civil War footage, two new Captain America: Civil War–themed boxes—one highlighting Captain America, the other featuring Iron Man—and more. 

"In Marvel’s Captain America: Civil War, we see the Avengers team during one of their toughest times. They’re torn apart by conflict, and we’re left wondering if anything can bring the team back together," says Mindy Hamilton, senior vice president of global partnerships, Marvel Entertainment LLC. "Whether you are Team Cap or Team Iron Man, we are excited to give our fans the opportunity to choose their side through this effort with Pizza Hut and unite Marvel fans around the film’s release."

Pizza Hut introduced its first value menu—the $5 Flavor Menu—earlier this year. The nationally available menu features nine delicious items, including the new stuffed garlic knots, a medium one-topping pizza, eight bone-out WingStreet Wings, the Ultimate Hershey’s Chocolate Chip Cookie, Hershey’s Triple Chocolate Brownie, Tuscani Pasta, a double order of breadsticks, or flavor sticks and four 20-ounce beverages, for $5 each when ordering two or more.

As the first national pizza chain to remove artificial flavors and colors from its core pizzas, Pizza Hut also has the world’s busiest website in the pizza category with nearly 50 percent of the company’s orders coming through digital channels and more than 30 percent via mobile device.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.

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