Goodbye Pies

Most of us think of Valentine’s Day as a holiday bursting with love. But the Tuesday beforehand— dubbed Red Tuesday— is actually the year’s biggest day for breakups. So to launch Pizza Hut’s new Hot Honey pizza, we created a way to deliver spicy news in a sweeter way.

Goodbye Pies: The first pizza that dumps them for you. Dumpers could order them to the dumpee’s house, and our delivery drivers would do the dirty work for them. You dodge the awkward conversation. They get a delicious pizza. That’s a win-win in modern romance.

The campaign was covered by 1,652 media outlets, got over 7 billion impressions, and most importantly, ended 556 relationships in a sweeter way.