Pizza Hut Australia has unboxed two of its restaurants. Yes, literally. The stunt announced a major $10 million Australia-wide transformation for the brand. Pizza Hut Waterloo in Sydney and Pizza Hut Docklands in Melbourne were covered by giant Pizza Hut new pizza boxes ahead of the reveal, then torn open in front of the crowd simultaneously to unveil not just a brand-new restaurant design, but a fully-fledged live event happening inside it.
WiredCo. led the events, earned media and creator/media partnerships, working in partnership with We Are Komodo to help bring the lead activations to life. Pizza Hut’s newly formed agency village came together to blow up the scale of the Unboxing moment, with Jnr. bringing the moment to life on social media and creating engaging community conversationsand Burson leading corporate comms and earning B2B attention of the brand transformation story more broadly.
Global DJ talents, Hayden James and Young Franco played sets from the restaurant counters at Waterloo (NSW) and Docklands (VIC) respectively, with free pizza, free drinks and exclusive meet-and-greets turning the reveal into a mass-scale party across 75 restaurants with thousands of Aussies turning up.
The experiential “engine” – the spectacle of the reveal, the scale of restaurants and franchisees all over the country moving as one, and the calibre of talent on the decks – did the heavy lifting for the brand moment, generating attention on its own terms rather than relying on media spend to spread awareness. The strategic bet behind the campaign, to unbox stores right across the country all in the same moment, was that the newsworthiness of that scale would do the talking.
“Unboxing continues to thrive in popularity on social media, and pizza is one of the only foods that’s always delivered in a box. That’s what made it the perfect idea to signal a major change for the brand. We didn’t have to force the metaphor, we just had to bring it to life in a scalable way,” explained WiredCo managing director, Michelle Hampton.
“Our Unboxing moment across the country was about showing Australia what the next chapter of Pizza Hut looks and feels like. We didn’t want to simply reveal a new restaurant design, we wanted to show that this is a bigger change in the energy and attitude of Pizza Hut. Seeing thousands of people come together across the country, with Hayden James and Young Franco playing from our restaurant counters, brought that to life in a way that felt unmistakably Pizza Hut,” added Pizza Hut Australia chief marketing officer, Nora-Kate O’Connell.
“It’s a harder brief than a single hero event, but it meant every market in the country had its own local version of the same national story to tell — giving press, creators, and fans alike a reason to cover and share it organically.”
“This was built as ‘earned-first’ from day one. The idea had to be strong enough to make news on its own merits, with creators, social and boosting there to amplify it, not manufacture it. Having 75 stores unbox in the same moment, with Hayden James and Young Franco anchoring the two flagship events, gave Australia something worth talking about. That’s the model we love: an idea people want to share, and an amplification plan built to extend it,” Hampton added.
In the lead-up, a social competition offering fans VIP access to the parties turned anticipation into participation, with comments and entries flooding in as people battled it out for a spot. On the night, that same social layer carried the moment further, with attendees tagging Pizza Hut and sharing the reveal in real time.
Across the day and into the night, thousands of people celebrated at participating restaurants nationwide, and close to 10,000 pizzas were served, while Pizza Hut was tagged in hundreds of social posts of people enjoying good pizza and good times.
Credits:
Pizza Hut
Nora-Kate O’Connell:Chief Marketing Officer
Matthew Jackson: Marketing Manager
Warren Mo: Head of Retail
WiredCo.
Michelle Hampton: Partner and Managing Director
David Kennedy-Cosgrove:Partner & Managing Director
Angela Hampton: Founder & CEO
Samantha Nunura: General Manager
Jessica Nutt: Earned Media Account Director
Connie Nicolaou: Earned Media Senior Account Manager
Sophie Young: Earned Media Senior Account Executive
Olivia Fenech: Account Assistant
Joe Stuart: Creative Director
Leah Austin: Account Director
Sophie Millican: Creative
Cameron Morris: Designer
We Are Komodo
Nick Seymour: Director
Kimberly Tia: Event Producer
Alfie Griffiths: Head of Events & Activations
Jnr
John Marshall: Managing Director & Founder
Ryan O’Connell: Chief Strategy Officer & Founder
Jenny Mak: Executive Creative Director & Partner
Danielle George: Senior Business Director
Melissa Woodward: Social Media Manager Burson
Jessie Gogan: Deputy Market Lead Burson AUNZ
Roisin Nagle: Account Director
Elizabeth Klansek: Senior Account Manager
