Paramount Pizza Hut, Pop Culture's Pizza page

Advertising

Pizza Hut, Pop Culture's Pizza

by Paramount Advertising

 

Superbowl LVIII: Making History

Super Bowl LVIII and Paramount delivered the ultimate entertainment experience, attracting a staggering 123.7 million viewers across networks and was the most watched television event in history. The Super Bowl is no ordinary sporting event. It's a pop culture powerhouse that grips the nation every year. From show-stopping halftime performances, gripping gameplay and celebrity buzz, it’s where brands have the chance to make history.

Seizing an Iconic Moment

Paramount took on the exciting challenge of positioning Pizza Hut as the undisputed “Pizza of Pop Culture” by leveraging the power of sports and the Super Bowl. Pizza Hut’s hot new honey product and “Pizza wHut?” hero messaging was promoted through a star-studded campaign cementing their iconic status in pop culture.

 

Bringing the Sweet & Heat

Pizza Hut fueled the Super Bowl hype with a sizzling campaign teasing pop culture’s hottest new “item”, celebrity power couple: actress Antonia Gentry and NFL star Tommy Devito, dubbed #sweetandheat. The real sweet and heat item? Pizza Hut's new honey product, unveiled in a surprise twist. The spot, amplified by cameos from CBS Sports talent aired live during CBS’ pre-game coverage and was distributed across CBS Sports and Pizza Hut’s social media accounts.

Serving up Results

The campaign drove significant lift in unaided ad awareness, unaided brand awareness and purchase consideration, as well as delivering lift in “a brand for someone like me.” The fan favorite ad was ranked as one of the top 2024 Super Bowl ads by SB Nation, Fansided and more. Furthermore, 93% of those polled agreed that the partnership between CBS Sports and Pizza Hut was a good idea.

The Paramount Advertising Insights Hub is for smart, always-on insights and creative inspiration to help partners thrive in the ever-evolving media landscape. Contact your Paramount Advertising sales representative to schedule a presentation, or reach out to us with additional questions.