Pizza Hut Invites an Entire Generation to Play by Their Own ‘Terms & Conditions’

Following the success of the original My Box offer, Pizza Hut has recently introduced an extended range of customisable My Box offerings which offer the freedom of choice to consumers – on their own terms and conditions. 

Pizza Hut has always been part of pop culture, and with the new launch of My Box range, the company wants to reinforce the connection with an ever-changing generation that is strong, bold, and full of attitude. Pizza Hut opted to frame its four boxes and almost endless combinations as a freedom of choice, and a lack of limitations, which goes hand in hand with the gen z mindset.

To do so, Pizza Hut and its creative partner, Publicis Middle East, embraced this generational mindset - going against the terms and conditions, against the annoying rules, and against a 'meh' feeling about life. The campaign portrays four young people setting their own rules following their mood - a glorification of the youth in their day-to-day taking the pose to express their choice and be listened to. Different people, different terms and conditions.

"We're all used to 'Terms & Conditions' everywhere, imposed on us in many different forms. So we turned it on its head. Instead of accepting it, people can now demand what they want on their own terms and conditions. And that's what the new My Box range is all about," says Augusto Correia, creative director at Publicis Middle East.

“We’ve come to realise that there is something profound about embracing your solo status that can truly make you feel confident. Our strategic introduction of My Box has proven to be a game changer, empowering our consumers to make their own choice without having to share. While Pizza Hut has long been associated with sharing meals, we are proud to position ourselves with this range as a brand that caters to the unique tastes of our customers”, says Ahmed Sabri, marketing manager at Pizza Hut Middle East.

By presenting their consumers with more options for different consumption occasions, Pizza Hut could be associated with more moments than just social gatherings. The new range consists of the My Box, My Box Lunch, My Box Melts, and My Box Pro. From these four boxes, customers are free to choose from a variety of pizzas or Melts, two sides or a drink, all at great value for money, and all on their own terms and conditions.