Pizza Hut wanted to stand out during the holidays. And prove yet again No One OutPizzas The Hut. The brief was simple, do something simple that allows Pizza Hut to thank people during the holidays. Do something warm that would make them feel good. The objective was "do something no one else does during the holidays to get noticed" Reverse Delivery was born.

The idea was simple. Create a doormat that gives back. And let's reward those who have the most thankless (yet high pressure) job during the holiday season - delivery drivers. They are responsible for getting the gifts to right places and on time so that special gift makes it to the special someone, when and whatever they celebrate. So we thought, let's thank them for doing their jobs. Hence the idea of "Leave a Box, get a box" was born and we called it Reverse Delivery. Simply leave a box a specially created doormat with our logo and QR code, scan it and the pizza is yours no questions asked.

The target audience was delivery drivers. UPS, Amazon. Unites States Postal Service, etc. Literally anyone who would leave a box on your front porch and on your (this) doormat.

The approach was simple, create custom doormats and put them on doorsteps all across the country so everyone could enjoy a free pizza when they scanned the QR code on the mat itself. Really that simple

The holidays are the biggest delivery season of the year — drivers work crazy hours under a lot of stress to bring the holidays to all of us.

So Pizza Hut decided to give back! 250 mats were made available to the public so that they could thank their delivery drivers through the scannable QR code to redeem almost $100,000 in Pizza Hut Gift Cards.

We launched the mats and redemption codes from 12/6-12/10 key holiday delivery time

We scaled this across the US to get as much saturation of the idea and press.

The campaign yielded this

2,239,455,854 PR impressions.

Over 18,000 social posts engagement

140K social post impressions.

59K influencer impressions.

100% positive to neutral brand sentiment

And proved No One OutPizzas The Hut. Not even a doormat