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PIZZA HUT: GOODBYE PIES | CREATIVE STRATEGY


The Tuesday beforehand—dubbed Red Tuesday—is 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.

Introducing Goodbye Pies, the first pizza that dumps your partner for you. We made it so easy: the breaker upper would order a Goodbye Pie to their future ex’s home, and our delivery drivers would do the dirty work for them. You skip the uncomfortable conversation. They get a delicious pizza. And you don’t get the pizza tossed back in your face! Modern romance at its finest.



Knowing that Goodbye Pies were only available in select markets, we knew there were going to be people who wanted to send one but couldn’t make it happen. So we created a breakup text generator [via microsite and social] that came up with an excuse to use so they didn’t have to think too hard about it. 🤪



Following the release, we partnered with The Cut for their their series: The Button, where participants were sent back with a Goodbye Pie when they got rejected.





We even got spoofed on Stephen Colbert:


And a feature on Seth Meyers:



This was the first brief I got to write at Mischief. And it got +7.5B impressions [and counting], was covered by over 1600 media outlets, and most importantly: ended 556 relationships in a sweeter way. We’re pretty damn stoked on it. More to come [hopefully] soon.

PRESS:
 USA Today: Break-up pizza: Goodbye Pies from Pizza Hut will end your relationship for you
Fortune: Pizza Hut offers goodbye pizza
CNN: Pizza Hut’s ‘Goodbye Pies’ campaign wants to aid your breakup woes
CBS News: Pizza Hut's 'Goodbye Pies' campaign wants to aid your breakup woes
NBC Los Angeles: Pizza Hut will end your relationship with a ‘Goodbye Pie' this Valentine's Day: How to get it for free
NY Post: Pizza Hut offering ‘Goodbye Pies’ to help couples break up before Valentine’s Day
Yahoo! News: Pizza Hut launches ‘Goodbye Pies’ for people looking to end relationships ahead of Valentine’s Day
People: Pizza Hut Will Deliver ‘Goodbye Pies’ with a Break-Up Message for Valentine's Day
Foodbeast: Pizza Hut's New 'Goodbye Pie' Ends Relationships So You Don't Have To
QSR Magazine: Pizza Hut Launches ‘Goodbye Pies’ to Help with Valentine’s Day Break-Ups
Ad Age: PIZZA HUT MAKES VALENTINE’S BREAKUPS EASIER WITH ‘GOODBYE PIES’ IN FIRST WORK FROM MISCHIEF
Marketing Dive: Pizza Hut delivers ‘Goodbye Pies’ for Valentine’s Day breakups
+ many more

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Mischief @ No Fixed Address