Pizza Hut HK highlights culinary innovation with manga-inspired campaign

Pizza Hut Hong Kong has launched a playful new campaign to promote its latest pink cheese pizza, where kawaii, meaning "cute", meets culinary innovation.

Drawing inspiration from beloved manga aesthetics, the campaign transforms the brand's signature cheese pull moment into a delightful adventure. The strategic use of pink and manga style universally evokes desire and resonates with Pizza Hut's playful brand identity.

Produced and directed by local creative agency SO DON’T BORE, the campaign showcases Pizza Hut's latest innovation - a dual-coloured mozzarella pizza featuring pink and white cheese - through a whimsical lens that turns every cheese pull into a magical moment.

Appealing to newcomers and loyal fans of stuffed crust pizza alike, this pink cheesy creation strikes a universal chord. With its balanced, fresh look and charming new characters, the innovative delight promises to win over diverse audiences, making it a treat tailored for all tastes.

Launched from 20 March 2025, for a limited time only, consumers can discover this bold new territory where Pizza Hut dares to reimagine the pizza experience through a blend of frame-by-frame hand-drawn animation and real food footage. Flowing brushstrokes transform authentic cheese pulls into an animated wonderland, as a pink-haired protagonist guides viewers through an animated pizza paradise.

Pizza Hut also partnered with local animation studio 924 Studio for the hand-drawn elements and Module Studio for food cinematography to craft a visual spectacle where stretchy cheese creates mesmerising moments against anime-inspired backdrops.

The integrated campaign brings this pink paradise to life across various online and offline customer touchpoints throughout Hong Kong, creating an immersive brand experience. The campaign marks Pizza Hut's playful venture into new creative territory, while championing local talent through imaginative collaboration.

"This campaign aims to delight everyone with both the unique taste and visual charm of our pink cheese pizza. It's a showcase of Hong Kong's creative spirit, injecting fresh energy into our brand," said Renee Chan, director of customer experience and marketing at Pizza Hut Hong Kong.

To amplify the campaign, digital ads and social media promotion have been leveraged, along with out-of-home ads.

Don't miss: Pizza Hut HK blends tradition with innovation in new festive campaign

Back in January, Pizza Hut Hong Kong launched a campaign highlighting its creative approach to festive dining, blending traditional Chinese delicacies with modern pizza craftsmanship. 

This latest initiative followed Pizza Hut's tradition of introducing innovative limited-time offerings that combine creative product development with engaging storytelling to connect with Hong Kong diners. It features Pizza Hut’s new soy-braised abalone cheesy-8 pizza (醬漬鮑魚八芝批), bringing together premium Chinese ingredients with its signature stuffed crust in an innovative east-meets-west creation.

The campaign ran from 16 January to 19 March. It centres around two characters, including 鮑大人, inspired by the historical figure Bao Qingtian and representing the premium abalone ingredient; and the Grand Cheesemonger, who embodies the new cheesy-8 stuffed crust made with a blend of eight different kinds of cheese.


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