Queues outside stores, pizzas gone in minutes, and the internet buzzing, Pizza Hut’s bold Ketchup’s Out, Juicy’s In campaign gets India talking.
Mumbai: Pizza Hut launched the most bizarrely brilliant barter system of the year for its latest consumer experiment, challenging die-hard ‘ketchup-on-pizza’ fans to go ketchup-free, all for a taste of Pizza Hut’s new Juicylicious Pizzas.
Link to video: https://www.youtube.com/shorts/0LaOaY-m1oE
It all started with a sharp consumer insight that in India, adding ketchup to pizza isn’t just a quirk, it’s practically a necessity. Consumers have grown so used to compensating for dry, flavourless pizzas by drowning them in ketchup, that having a slice without it feels incomplete. The brand decided to playfully challenge this habit and prove that the new Juicylicious range is loaded with enough sauce and flavour to stand on its own.
To do this, Pizza Hut launched a simple yet bold experiment: Trade in a ketchup sachet at any Pizza Hut store and walk away with a free Juicylicious pizza. The results were surprising to say the least. Long queues outside stores across major cities like Delhi, Chennai, Bangalore and Mumbai. 2400+ pizzas (100 pizzas per day, per store) gone in a flash. Massive online buzz, with the experiment trending and gaining millions of views, not just on Instagram, but on Google Search as well. Finally, even die-hard ketchup lovers admitted that Juicylicous Pizzas are so juicy and saucy that they don’t need anything extra.
To add more juiciness to the experiment, India’s favourite comedienne, Jamie Lever, brought her unique cheesy humour to the table, goofing around with consumers and delivering hilarious takes on the ketchup-pizza break-up that was a long time in coming.
Link to Jamie’s video: https://www.instagram.com/reel/DJI0fn1ILYd/?igsh=dWQwdzJmMGRhZmRv
Pizza Hut’s Juicylicious range features succulent, juicy paneer and chicken toppings marinated and paired with three rich sauces inspired from different parts of India making them the ultimate crowd favorites: the bold Kadhai sauce, the aromatic Royal Spice infused with Indian spices, and the fiery Southern Chilli sauce. Generously layered with 100% authentic, gooey mozzarella cheese on a perfectly baked crust, Pizza Hut is elevating the pizza experience with Juicylicious pizzas so that pizza lovers no longer have to settle for dry ones.