Frozen pizzas are a supermarket staple. So Pizza Hut surprised people by launching its first-ever frozen pizza in select supermarkets across the region. The launch was unexpected, but what was in the box was the real surprise.

There was no pizza. Instead, a note explained why the box was empty. It read:

“Sorry, we don’t do frozen pizzas. 

Our dough is freshly made every single day.

But don’t worry, here’s a voucher to get a fresh one on our app.”

In an industry often associated with frozen ingredients, Pizza Hut wanted to remind everyone that their pizzas are never frozen. The unignorable idea came from Publicis Middle East.

Augusto Correia, creative director at Publicis Dubai, commented, “Like most people, at first I assumed Pizza Hut’s dough was pre-made and frozen. It then became clear to us that we needed to prove the public wrong with something just as surprising as the fact itself. So, the reason behind the stunt wasn’t just about poking fun—it was a way of cutting through the noise and debunking a common misconception about the Quick Service Restaurants industry.”

The frozen pizza stunt is part of a new platform, What’s in the Box, that reinforces the brand’s dedication to quality in a way that is both informative and fun. What’s in the Box, that aims to shed light on their fresh dough which is prepared daily, its freshly made sauce, the fact that every pizza is made to order, and other quality practices such as ingredient sourcing and partnerships.

Beverley D’Cruz, general manager – Middle East and Pakistan at Pizza Hut,stated, “In today’s world, consumers are overwhelmed with information, especially around food quality. We wanted people to be engaged. This stunt allowed us to showcase our commitment to freshness. When people are surprised, they pay attention—and they remember.”