In perhaps the most natural cross-promotional marketing ever, Teenage Mutant Ninja Turtles and Pizza Hut are teaming up for the lead-in to the new Turtles film release on August 8. The turtles have a long history of working with Pizza Hut, dating back to their animated days.
"There's no denying the Teenage Mutant Ninja Turtles' love of pizza, which is one of the many reasons it fits having our brand fuel their hunger in the upcoming film," said Carrie Walsh, Chief Marketing Officer, Pizza Hut. "Coupling the popularity of the Ninja Turtles to our pizza innovation, we're thrilled to be bringing back a fan favorite in Cheesy Bites Pizza that combines the great pizza taste with a little 'food fun' for fans to enjoy."
The partnership with Pizza Hut and the Ninja Turtles live action film includes augmented reality, digital videos, hidden menus, custom pizza boxes and even The Pizza Thrower vehicle at live events.
There’s also a custom national television spot featuring the famous Turtles invading a Pizza Hut test kitchen.
"We just couldn't seem to keep the Turtles from devouring all the Pizza Hut pizza on set," commented LeeAnne Stables, Executive Vice President of Marketing Partnerships at Paramount Pictures. "This national partnership delivers so many cool and innovative ways for Ninja Turtle fans to take part in the excitement around the film release."
The promotion begins with Pizza Hut hosting a #TBTMNT (Throwback Teenage Mutant Ninja Turtles) promotion on its Twitter and Instagram channels where fans are encouraged to post their old turtle merchandise or turtle costumes for chances to win gift cards and other prizes.
Leading up to the premiere of the Ninja Turtles movie, fans will be able to order a pizza cut the "turtle way," or "Katana Style" – in four Ninja Turtle-size slices instead of eight. Additionally, the box topper for Cheesy Bites Pizzas will feature an augmented reality experience for customers at home. Fans will have a chance to unlock extended footage from the movie and additional content through an interactive AR experience.
Pizza Hut will also feature an online only “hidden menu” with the favorite pizza of each individual Turtle:
- Donatello's Favorite Pizza: chicken, mushroom, green pepper and tomatoes
- Leonardo' s Favorite Pizza: onions, black olives, green pepper and mushrooms
- Michelangelo' s Favorite Pizza: pepperoni, ham, pineapple and jalapeño
- Raphael' s Favorite Pizza: pepperoni, Italian sausage, bacon and beef