No One OutPizzas The Hut is one of the most memed taglines on the Internet. From fan fiction on copypasta subreddits to trolls who reply to every brand tweet that they, themselves, have (gasp!) outpizza'd the Hut, the daily conversation never stops. Our brief was to fan the flames with an objective of appealing to a new generation of Pizza Hut fans.

A website, one red button and a question—can you outpizza the Hut? The answer, a seemingly limitless number of times in GIF form, is…“no.” Go ahead and play with it right now. We'll wait.

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canyououtpizzathehut.com

Using the language of memes beloved by our Gen Z audience, we created a stupid simple website that invites you to click the button over and over again. Our strategy and approach was to create something that was deliberately unpolished but eminently shareable.

First we bought the domain, which was shockingly available. Then licensing stock video overlayed with simple graphics, we as many GIFs as we could afford with our bare-bones budget, all displaying various ways of saying "no." Then we developed a simple, responsive site with low load times that works in desktop and mobile.

Dropping clues on social media and even the lip of our pizza box, we created a trail of breadcrumbs that led users to the website. The first fans to find it and share it were rewarded with Pizza Hut gold cards and the honor of being inducted into the "The Wall of Didn’t OutPizza The Hut But Came Really, Really Close."

The site quickly garnered tens of thousands of views from around the world with viewers clicking through multiple GIFs on each visit. In total, 9,579 minutes were spent trying to figure out whether or not users could outpizza the Hut. 0 people succeeded.

Pizza Hut: 1

People Trying to OutPizza the Hut: 0