Stealth Pizza
8. Brand Experience & Activation Kancils [8.1 Best use of brand experience & activation (non-digital)]
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Links:
Product/Service:
Hut's Sliders
Client:
Pizza Hut Malaysia Sdn Bhd
Brief:
Pizza Hut launched Hut’s Sliders, a rectangular, multi-flavour pizzas designed for one-handed bites on the go. But convenience alone wasn’t enough. Young consumers crave more than portability; they want playful rebellion. Eating pizza in places it “shouldn’t” be like in meetings, cinemas, public transport, feels taboo, awkward, even messy. Yet that’s exactly where the fun lies. Our challenge: turn a functional product into a cultural moment by reframing pizza as a mischievous, mobile experience that sparks joy, surprise, and social sharing.
Solution:
We created the Stealth Box. Hut’s Sliders disguised as everyday objects like speakers, alarm clocks, and extension cords. Designed for covert snacking, each box gave fans a thrill every time they “went undercover.” Social teasers and KOL content amplified the idea, encouraging users to share their #StealthPizza moments. From sneaking bites in boardrooms to cinemas, we transformed pizza into a cheeky, shareable act. The campaign disrupted norms, making pizza feel mobile, rebellious, and irresistibly fun.
