Pizza Hut is delivering golden pizzas to celebrate the Superbowl, which marks its 50th anniversary this year.
Though not an official sponsor, the fast food brand is keen to capitalise on one of the biggest nights for the year for takeways as American Football fans gather round the TV to watch the final this Sunday.
Pizza Hut is airing up to 12 ads on CBS during Super Bowl day in the lead-up to the game, in a bid to win the big event’s pizza war. The brand is also pushing the promotion on social media under the hashtag #goldenpizza.
It's pizza. It's gold. For your chance to win: https://t.co/KUT82bwzA2
Rules: https://t.co/WzgV5GBE3L #GoldenPizzahttps://t.co/n0fz01w7sP— Pizza Hut (@pizzahut) February 1, 2016
The brand is giving consumers who buy a new Stuffed Garlic Knots Pizza the opportunity to receive one of 50 pizzas that have $100 worth of edible 24-karat gold scattered on top.
The promotion is a nod to what Pizza Hut is calling “the Golden Anniversary of the Big Game,” which is taking place in the Golden State.
Pizza Hut has aired a pre-game commercial within 10-15 minutes of kickoff for more than 15 years, a way for the chain to stand out as viewers might be deciding what to eat for the big game. The company also used to run in-game ads, though it hasn’t done so since 2007.
“The majority of pizzas are being ordered before the game starts. We’re right there in that moment and we love that spot,” said Jeff Fox, Pizza Hut’s chief brand and concept officer.
The Yum Brands division plans to run up to a dozen commercials on CBS throughout the day leading up to the game, including a spot that will air following the national anthem, before kickoff.
The final spot, which features Flo-Rida’s song “My House” as a nod to not needing to go out for dinner, has a football game-related moment at the end.