Most of us think Valentine’s Day is 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. You dodge the awkward conversation. They get a delicious pizza.

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