Pizza Hut has introduced an 'Ultimate Cheese Crust' upgrade, featuring a molten cheese crown baked into the crust of its pizzas. The brand launched the upgrade with 'Flip To The Cheese', a campaign by Havas Creative India that encourages consumers to begin eating pizzas from the crust for what it describes as the 'cheesiest first bite.'
The campaign rollout began with influencer teasers around the line 'What else gets better when you flip it?' before unveiling the cheese crown. It was followed by Pizza Hut flipping its entire Instagram presence, including the bio, display picture, grid, and even account name, to reflect the new eating style.
The campaign is positioned as the start of a larger series of activations under the 'Flip To The Cheese' theme.
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