The Big New Yorker was a popular favorite in the 90's, which doesn't mean much for a generation born then. Then popular YouTuber Airrack promised his legion of fans that he'd build the WORLD'S LARGEST PIZZA. And he said Pizza Hut had agreed to help. The only problem? It was a complete lie. But with the return of the Big New Yorker—we jumped on the opportunity.

Our brief: Bring back Pizza Hut's biggest by partnering with Airrack to make the world's largest.

With an objective to making a 1990's classic relevant to Gen-Z, we helped their favorite influencer break a Guinness World Record for pizza. Then amplified the event by including fans in the building process. Dropping in fan made marinara hoses, pepperoni cannons and more. Finally, with a visual every content creator would love, we invited all influencers to help. Activating their audiences for one major event.

In order to launch one of their most iconic pizza's from the 1990's – The Big New Yorker – Pizza Hut needed to find a way to target a generation barely born in the 90s.

Enter Airrack, one of the fastest growing Youtube Influencers who just so happens to be one of Pizza Hut's biggest fans. Airrack promised to build the World's Largest Pizza in exchange for reaching 10 million subs. And he said Pizza Hut had agreed to help. The only problem? It was a complete lie.

But what if the World's Largest could launch Pizza Hut's Biggest? And 6000 lbs of cheese later, we were not only beating a Guinness World Record, we were breaking Pizza Hut sales history.

Packed with fan made marinara hoses, pepperoni cannons and more, as well as hundreds of content creators dying to help, this stunt was the can't miss Gen-Z Youtube event.

Our key message was simple, introduce Pizza Hut's classic – the Big New Yorker– to a new Gen-Z audience.

But with a pizza older than most of our audience (24 years) saying it was back just wasn't buzzy enough to stick. So we needed find a way to connect with Gen-Z on their terms. Enter Airrack, a Gen-Z influencer who's built a long standing relationship with our target.

He also happen to be Pizza Hut's biggest fan. Building a Youtube campaign based on the idea that if he hit 10 million subscribers, he'd partner with Pizza Hut to build the world's largest pizza. Now, it wasn't just a relaunch of a product, it was an influencer's promise to his fans coming true. Meeting Gen-Z on their terms, with the people they know and love.

Located in the Los Angeles Convention Center, this two-day event partnership with Airrack made a pizza spanning over 132 feet wide. That’s 14,000 square feet of Pizza Hut's Big New Yorker pizza. Or if you're talking ingredients 13,653 lbs of dough, 8,800 lbs of cheese, 630,496 slices of pepperoni for 68,000 slices of our biggest pizza ever. All of which was later donated to local charities.

Mix in fan made items like a marinara hose, pepperoni cannon, a mozzarella zip line, and the world's largest pizza slicer then top it off with a visit by rapper Yung Gravy and you've got everything you need for the ultimate pizza content hype house.

Which is no surprise why hundreds of influencers were also invited to the event. Giving them the irresistible click-bait content they need and us the amplification to their followers. Breaking the most talked about story of 2023.

When it came to coverage of the World's Largest Pizza, people ate it up. Press coverage garnered an unfathomable 8.8 billion impressions. The activations drove more than 6M engagements with the brand, with 64% of the people reached coming from Gen-Z.

The story was picked up by over 1400 news outlets, morning segments and even the Onion.

Meanwhile on social, Airrack's video quickly became the #1 trending video on YouTube, racking up 10.1 million views. Creating $8.2 million estimated social media value earned organically.

Content captured from this record-breaking event even aired right before Super Bowl 57, leading to another record being broken—Pizza Hut's largest sales day ever in company history with 1.3M pizzas made across the system.

Which makes sense because the World's Largest Pizza should give you the world's biggest sales results.