AWARDS

One Show: 3 Shortlist | ADC: Shortlist

In order to break into the lunch space, Pizza Hut created new Pizza Hut Melts for solo diners. So we did the exact opposite of what most brands would do for a big

product launch—we told people not to share it IRL or on social. We paid, bribed, even negotiated with fans online to prevent them from sharing their Melts, which only

made them share it more, leading to a 5% systemwide sales increase for the quarter and Pizza Hut’s most successful launch of the year.

Melts Are #NotForSharing

By signing our MDA (Melts Disclosure Agreement), we offered people $100 if they promised never to share.

And when people shared their Melts anyway, we negotiated with them to delete their posts, offering up any prize you could think of

(a drone, a new gaming console, a tuba, whatever…) just to get them to take it down.

The Results

Turns out when you tell people not to do something, it only makes them want to do it more. With press from our MDA announcement plus social sharing of our Melts

negotiations, we garnered over 2.1 billion impressions for new Pizza Hut Melts. In a world of sharing, we chose to launch our new product by doing the exact opposite,

leading to Pizza Hut’s most successful product launch of the year.