Pizza Hut has always been synonymous with sharing—a concept deeply embedded in the region’s customs, culture, and heritage. Given the importance of hospitality and generosity in this context, the notion of not sharing may appear unorthodox. Nevertheless, Pizza Hut Melts seeks to empower individuals to unabashedly enjoy their food without the obligation to share. To do so, the campaign, developed by Publicis Middle East, employs the hand slap—a spontaneous gesture to prevent someone from taking one’s food in a light-hearted and humorous manner—as a creative tool for communicating “#Not4Sharing.”
Diving deeper into what Pizza Hut Melts is, Melts are crispy, cheesy and loaded with your favorite pizza toppings that’re then folded over, and baked to melty perfection. And the four flavours—Meat Lovers, Pepperoni Lovers, Spicy Chicken Ranch, Ultimate Cheese—each pay homage to the much-loved Pizza Hut classics.
“It’s a handheld innovation that can go anywhere our Gen Z target is and will let them indulge and enjoy their Melts free from the expectation to share. Pizza Hut Melts will be a game changer for the brand,“ said Ahmed Sabri, Regional Marketing Lead for Pizza Hut – Middle East & Pakistan.
In a world that promotes the oversharing of information, photos, personal stories and journeys, the campaign decided to go the opposite direction to empower people’s desire to “go solo” and indulge in their own cravings with this new individual-focused menu item. Dedicated to creating a pizza dish crafted specifically for an individual to enjoy.
“Joey from Friends doesn’t share food. And neither should you if you’re grabbing Pizza Hut Melts! While sharing is generally considered good manners, sharing single-serving food shouldn’t be. Our Melts campaign supports those that just want to eat in peace. It’s okay to slap greedy hands away,” said Augusto Correia, Creative Director for Publicis Middle East.
