Goodbye Pies

Pizza Hut was set to launch a new recipe into the world—Hot Honey Pizza—the week before Valentine’s day.

But Hot Honey pizza had been around for a while, and Pizza Hut’s introduction was anything but new news. How could we bring this sweet heat concoction to zeitgeist-level fame?

There’s a misconception that break-ups don’t happen around Valentine’s Day, but research has shown it’s actually a holiday for heartbreak: ‘Red Tuesday’ (the Tuesday before Valentine’s Day) is when people break-up most often in the year.

These days, breakups can be cold. Heartless. Absentee. What if there were a sweeter way to deliver spicy, pre-Valentine’s news?

Pizza Hut will break-up with your partner for you.

Starting Red Tuesday and through the week leading up to Valentine’s Day, Pizza Hut launched new, limited-edition “Goodbye Pies” to help deliver the spicy news in a sweeter way for free with its new Hot Honey Pizza.

By sending a Goodbye Pie, Pizza Hut delivery drivers helped break-up with significant others by giving them a simple message on custom packaging with a sweet pizza to ease the pain. And for those not in participating markets, we created a breakup excuse generator that offers customers a range of sweet & spicy prompts to send to soon-to-be exes.