Pizza Hut’s OOH Campaign with upside-down Creative

Pizza Hut has launched one of its most unique and visually disruptive campaigns, “Flip To The Cheese,” promoting its new Ultimate Cheese crust upgrade. The innovation features a first-of-its-kind molten, gooey Cheese Crown baked directly into the crust, alongside a guarantee of 2X cheese overall, which the brand introduced in response to consumer demand for cheesier indulgence. This product change created an opportunity for a new eating ritual: encouraging consumers to start their meal from the crust first, thus the campaign’s core call to action, “flip”. 

To celebrate this product innovation, Pizza Hut launched a 360-degree marketing strategy conceptualized by Havas Creative India, where the theme of inversion was applied across all customer touchpoints. The brand famously flipped its entire digital presence, turning its Instagram page, bio, and DP upside down. The boldest move, however, was in the Out-of-Home (OOH) space, where billboards and even entire stores were physically flipped. 

The OOH execution featured large billboards with the entire creative inverted. The image showed a person and a pizza turned upside down, with the text “FLIP TO THE CHEESE” serving as a literal visual mirror of the campaign’s central theme. This disruptive, unmissable OOH placement immediately piqued curiosity, leading consumers to try the product and participate in the new, fun ritual. 

Commenting on the campaign, Manish Guptaa, Chief Marketing Officer, Pizza Hut India, said: “Flip To The Cheese is one of the quirkiest campaigns we’ve ever done, that is sure to pique curiosity and lead consumers to try the product with a fun new iconic ritual. It’s all about celebrating the complete joy and indulgence of a pizza, by enjoying the Ultimate Cheese Crust as much as the slice itself.”

Commenting on the same, Anupama Ramaswamy, Chief Creative Officer and Managing Director, Havas Creative India, said: “When Pizza Hut introduced the Ultimate Cheese crust, we saw an opportunity not just to create a campaign, but an unforgettable marketing hook. At Havas Creative India, Flip To The Cheese transformed the product innovation into an iconic eating ritual, rooted in a strong insight that everyone loves that first cheesy bite.”