Pizza Hut has unveiled its latest brand campaign, Flip To The Cheese, built around one insight the company says has remained constant over the years – India’s unwavering love for cheese. Guided by consumer demand for more indulgence and a younger, more playful pizza experience, the brand has introduced Ultimate Cheese, a crust upgrade that puts molten cheese right where customers least expect it: on the crust itself.
Video Link 1: https://www.youtube.com/watch?v=x8swqjHnlQo
Video Link 2: https://www.youtube.com/watch?v=bLHqaoKiRRY
The new Ultimate Cheese crust features a baked-in, gooey Cheese Crown along with double the cheese overall, and is available as an upgrade option across the entire pan pizza range.
To launch the innovation, Pizza Hut rolled out a disruptive, high-energy campaign encouraging consumers to literally “flip” their slice and start eating from the crust for the cheesiest first bite. With “flip” as the central call to action, the brand created a visual spectacle across digital and offline touchpoints.
Influencers kicked off the excitement by teasing, “What gets better when you flip it?”, eventually revealing the Cheese Crown crust. Soon after, Pizza Hut turned its entire Instagram presence upside down – including the profile photo, bio and grid layout – mirroring the new ritual. The flip extended into the real world as well, with upside-down billboards, store signage and quirky outdoor installations that captured attention instantly.
The campaign also introduced a catchy anthem encouraging audiences to flip, groove and indulge. Even festive moments were reimagined through short films that invited consumers to celebrate traditions with a cheesy twist.
“This is one of our quirkiest and most curiosity-sparking campaigns,” said Manish Guptaa, CMO, Pizza Hut India. “It highlights the joy of the Ultimate Cheese crust and encourages consumers to relish the pizza from crust to slice.”
Conceptualised by Havas Creative India, the 360-degree campaign includes PR, influencer outreach, outdoor, in-store activations and immersive brand experiences. The Ultimate Cheese Crust is now available at more than 890 Pizza Hut restaurants nationwide for dine-in, delivery and takeaway.
