The 4 distinctive Blockbuster Boxes with their street art designs and unique projector functionality were limited editions of 1,000 each available on a first come, first served basis only. This aspect of the promotion appealed not only to existing Pizza Hut consumers, but also those who may not have considered the brand before.

Apart from the boxes themselves, another key component of the promotion were the in-store posters, which leveraged the box designs and also became objects of desire.

The food delivery market in Hong Kong has become increasingly competitive with more local challenger brands and international chains setting up shop.

Our brief was simple. We needed to reinforce Pizza Hut’s position as the pizza delivery service of choice in the minds of consumers by demonstrating the brand’s commitment to innovation.

Our strategy was to bring innovation to life in a way that would catch consumers’ attention and get them talking.

The limited edition Blockbuster Box was a resounding success, delivering on its goal of creating fame around Pizza Hut as a true innovator. The proven success of this promotion in the test market of Hong Kong means that the Blockbuster Box will be coming to a Pizza Hut near you soon.

Our big idea came out of a tasty insight. When are people most likely to order a pizza? Movie night. Pizza and movies are a match made in heaven, so we combined the two in a revolutionary new way.

Working with product designers, packaging experts and street artists we created the Blockbuster Box – a unique pizza box that transforms into a movie projector. Simply remove your pizza, pop the integrated lens into the front and insert your phone to watch some action while you enjoy a slice.

The promotion was launched with online/mobile banners, plus posters in Pizza Hut delivery stores and ran until all 4,000 limited edition boxes were purchased.