| Title | Pepperoni Hug Spot |
| Brief | A fictional Pepperoni Hug Spot commercial generated by AI was taking the internet by storm, using elements that looked eerily similar to Pizza Hut – the iconic red roof, pan pizza, and even the Pizza Hut font.We engaged our audience to answer the question “should we build this for real?” The answer was a resounding yes. We moved swiftly to re-brand our social pages to Pepperoni Hug Spot, we converted one of our Toronto locations into a Pepperoni Hug Spot complete with exterior/interior signage and employee shirts & caps, we developed new packaging for our fictional pizza turned real, and of course we created a limited-time Pepperoni Hug pizza itself to be available in-store.When AI imitates Pizza Hut, Pizza Hut imitates AI. We tapped into AI and brought the brand to Gen-Z culture. |
| Agency | Leo Burnett Toronto |
| Campaign | Pepperoni Hug Spot |
| Advertiser | Yum! Brands, Inc. |
| Brand | Pepperoni Hug Spot |
| Date of First Broadcast/Publication | 2023 / 5 |
| Business Sector | Food |
| Story | When AI imitates Pizza Hut, Pizza Hut imitates AI. The viral AI-generated ad called "Pepperoni Hug Spot" borrowed from Pizza Hut, so they decided to do one thing AI couldn't. They rebranded into Pepperoni Hug Spot and brought the AI pizza to life. |
| Media Type | Case Study |
| President | Ben Tarr |
| Chief Creative Officer | Raymund Co |
| Chief Creative Officer | Steve Persico |
| Chief Creative Officer | Lisa Greenberg |
| Managing Director | Natasha Dagenais |
| Chief Strategy Officer | Tahir Ahmad |
| Group Creative Director | Ryan Lawrence |
| Art Director | Danielle Zablocki |
| Design Director | Marcelo Hong |
| Group Strategy Director | Pooja Beri |
| Group Account Director | Scott Lyons |
| Production | Fuze Reps |
| Director | Arash Moallemi |
| Executive Producer | Nicole Gomez |
| Director of Photography (DOP) | Arash Moallemi |
| Executive Producer | Gord Cathmoir |
| Executive Producer | Janice Rebelo |
| Editor | Jeff Poremba |
| Motion Graphics | Dan Purdy |
| Production Manager | Bill Ing |
| Media (Agency side) | Wavemaker |
| Group Account Director | Colleen Kelly |
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