Say “I Do” to Free Pizza is the bold headline inviting the nation to commit to a relationship which won’t let them down – Pizza Hut’s refreshed loyalty programme, Hut Rewards.
This April Fool’s Day, Pizza Hut UK is encouraging people to formalise their relationship with their pizza. The new campaign launched on 1 April, a day usually associated with pranks and hoaxes, but this initiative is genuine. The campaign features the brand’s Chief Legal Officer as its main spokesperson.
Say “I Do” to Free Pizza is the main line promoting Pizza Hut’s updated loyalty programme, Hut Rewards, which encourages customers to sign up for ongoing benefits.
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Signing up is straightforward: customers can download the Pizza Hut UK app and select the Rewards tab or visit the website to register. New and existing customers who sign up before 19 April will receive a free small pizza as an introductory offer.
Every order earns stamps. Stamps 1, 4, 6 and 9 will earn customers treats such as free garlic bread, medium & large pizza, and even an incredible XXL Big New Yorker Pizza.
The campaign is supported by consumer research indicating that nearly one in five Brits (18%) say their romantic life rarely meets their expectations, while over a third (34%) report that a takeaway is more satisfying to them.
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Nearly two-thirds of surveyed pizza consumers (64%) said their favourite takeaway pizza meets their expectations most of the time, which supports Pizza Hut’s decision to offer additional rewards to frequent customers.
The research suggests that while romantic relationships can be unpredictable, many people in Britain have a consistent relationship with takeaway food. Nearly half (45%) of respondents said they would choose a weekday takeaway at home over a date or a social event with friends.
Among those currently dating, a third (34%) said they were more likely to be using a takeaway app than a dating app, and more than half (51%) of Brits selected pizza as one of their preferred takeaway options.
Jana Ulaite, CMO of Pizza Hut UK, said, “At Pizza Hut, we wanted to create a loyalty programme that shows up every time & celebrates every occasion. It’s the type of commitment the nation has been craving: no heartbreak, no ghosting, no disappointment. Just great pizza and rewards that deliver. So make sure you join Hut Rewards and the loyalty program that loves you back.”
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