Pizza Hut in delivery promotion for ‘Teenage Mutant Ninja Turtles’

Pizza Hut is taking select deliveries underground in a tie-in with an upcoming kids’ movie.

The pizza retailer is collaborating with the soon-to-be-released feature film “Teenage Mutant Ninja Turtles: Mutant Mayhem,” as part of a worldwide partnership with Paramount Pictures, Nickelodeon Movies and Point Grey Productions. 

In honor of the film, which will come out in theaters nationwide on Wednesday, Aug. 2, 2023, Pizza Hut is testing "underground deliveries" for a limited time  in New York City. With the fictional home of the Ninja Turtles being in an abandoned subway station, Pizza Hut is offering select customers in Manhattan an underground delivery.

Customers in Manhattan can text the turtle emoji to a dedicated hotline number which then placed an order for Pizza Hut pizza. Once ordered, Pizza Hut prepares and delivers the pizza within minutes directly to the marked "Pizza Drop Zone" within the subway station.

Pizza Hut's full campaign for the launch of the film also includes digital and experiential integration:

• ‘TMNT: Pizza Power’ mobile AR game:  Starting Wednesday, June 21, customers can play Pizza Hut's brand-new mobile augmented reality (AR) game, Teenage Mutant Ninja Turtles: Pizza Power.” As a delivery driver in the game, users find all four AR-generated turtles hiding under virtual manholes, fight AR-generated mutants, and deliver pizza. Customers can win tickets to the movie or free pizza for a year. No app download required.
   
• Specialty mutant mayhem themed pizza boxes: Pizza Hut is unveiling limited-edition movie-themed pizza boxes available for “Big New Yorker” orders, as well as large and medium pizzas. The specialty packaging can be found at participating Pizza Hut restaurants nationwide, starting the end of June while supplies last, and features artwork of various Ninja Turtle character illustrations. A QR code located on the pizza box will also lead fans to play the new Pizza Power AR game. 

"Pizza Hut and Teenage Mutant Ninja Turtles have a longstanding history that goes back to the '90s. Bringing the two together again for a new generation was a no brainer," said Lindsay Morgan, chief marketing officer, Pizza Hut. "With this new collaboration, we wanted to pay homage to the Turtles' origins and their love of pizza, while also infusing modern touchpoints and a fun, creative take on pizza deliveries – in real life and through augmented reality gaming." 

"On August 2nd, TMNT Fans will get to see their favorite heroes in a half shell in a new and exciting way, so it only made sense to take our partnership with Pizza Hut to new heights, or depths in this case, by surprising and delighting fans around the world through fresh and engaging executions. Booyakasha!" said Michelle Hagen, executive VP of worldwide marketing partnerships at Paramount Pictures.

[Read more: Pizza Hut creates fast lane for digital orders]

Founded in 1958 in Wichita, Kan and a subsidiary of Yum Brands, Pizza Hut operates nearly 19,000 restaurants in more than 100 countries.