To prove how good these bags are at keeping pizza “oven hot,” we proved how good they were at keeping humans “oven hot.” We made them into a winter parka—mostly because we couldn't fit humans in our pizza bags.

The Pizza Parka is the first winter jacket made entirely of Pizza Hut delivery bags. It’s fully functional, and some have even said stylish. And just like the delivery bags keep pizza toasty from Hut to home, the parka keeps you toasty in all weather. The Pizza Parka was talked about in fashion and lifestyle blogs, as well as culture and snowboarding publications.

Prior to launch, we shared an advance look at Pizza Hut’s new Oven-Hot Delivery System and secured interviews among top-tier national business and trade outlets, including CNBC.

To officially get the Oven-Hot Delivery System and Pizza Parka in front of top media outlets and influencers, on October 10, Pizza Hut hosted an immersive media preview event at the Minus5 Ice bar in New York.

The event brought out editors and contributors from top outlets, such as HYPEBEAST and popular food and lifestyle influencers, resulting in 70 real-time social posts. The event resulted in 100M+ impressions and 860K+ social engagements, across 113 placements.

To sustain momentum, we secured additional coverage through parka deliveries to high-reach outlets, including two in-person broadcast interviews, resulting in 408M+ impressions.

As of November 13, 13 top-tier influencers created 61 pieces of content rocking the #PizzaHutParka, earning 7M potential impressions and 597K total engagements.

The Pizza Parka ignited engagement beyond expectations. During the week of launch, the Pizza Parka was among the top five most searched topics on Google.

With just 50 parkas made for PR, influencers and fans, the campaign generated 1.84 billion total impressions across 1,773 total earned placements. The Pizza Parka activation achieved reach across traditional earned channels including national broadcast TV and top outlets such as Mashable, The Washington Post and The Wall Street Journal. Overall engagement was 18 times the benchmark and over 93% of earned coverage included multimedia assets such as our teaser and online video.

Pizza Hut's hot messaging caught fire on Twitter, Facebook and Instagram with our target audience garnering 6.6 million views across the three platforms. Social conversation yielded 90% total positive sentiment versus a 32% category benchmark.