Pizza Hut and Bichi Mao tell Malaysians to 'feed good times, not the feed'

Pizza Hut Malaysia is partnering with homegrown comic IP Bichi Mao for a new campaign encouraging younger consumers to put down their phones and reconnect over meals.

Dubbed "Feed good times, not the feed," the campaign extends Pizza Hut Malaysia's broader "Feed good times" brand platform introduced last year, reframing mealtimes as an antidote to endless scrolling and digital fatigue.

Created by Malaysian artist Olive Yong, Bichi Mao has amassed more than 2.4 million followers through its relatable comics and self-aware humour. According to Pizza Hut, the character's audience skews young, with around 40% aged under 24 and 80% below 35, making it a natural fit for the brand's Gen Z and young millennial audience.

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The campaign rolls out in two phases, beginning with limited-edition Bichi Mao packaging and collectible sticker packs for every MyBox and Hut's Sliders order across Pizza Hut outlets nationwide.

Restaurants have also been outfitted with themed touchpoints including table stickers that encourage diners to "dock" their phones while Bichi Mao "guards" them, alongside standees, buntings and menu call-outs reinforcing the campaign message. Consumers can also download a series of free Bichi Mao wallpapers through Pizza Hut's website and app.

The second phase, launching on 15 July across 300 selected stores, introduces limited-edition merchandise including shaker acrylic standees and shaker keychains, available with qualifying Pizza Hut x Bichi Mao combo purchases while stocks last.

Beyond physical activations, the partnership also extends into digital storytelling. Pizza Hut and the Bichi Mao team have co-created three animated shorts, Squashed, Trapped in the Feed and Still Scrolling?, which see the internet-famous cat breaking the fourth wall to encourage viewers to swap endless scrolling for shared meals. The campaign is further supported by creator partnerships and original comic strips developed specifically for the collaboration.

According to Pizza Hut, the collaboration builds on its ongoing mission to create more meaningful social experiences around the dining table, using a culturally relevant character that resonates with a generation accustomed to expressing emotions through comics, memes and online communities.

The Pizza Hut x Bichi Mao campaign is now available nationwide through dine-in, takeaway, the Pizza Hut app, as well as GrabFood and foodpanda.

Pizza Hut Malaysia is not the first brand to tap the beloved Bichi Mao character. In November last year, Keretapi Tanah Melayu Berhad (KTMB) partnered with local cat IP Bichi Mao to launch a special edition KTM Komuter x Bichi Mao KOMLINK card and an interactive “Kom-Mao-Ter Challenge,” aimed at giving commuters and tourists a fun, family-friendly reason to explore Malaysia’s northern region.

The Bichi Mao-themed KTM Komuter Utara trains, running from Padang Besar to Ipoh, are now decked out in cheerful graphics of the beloved cat character, bringing a playful twist to everyday commutes

Besides its recent tie-up with Bio-essence Malaysia for a series of exclusive beauty merch, the local IP had also partnered with Secret Recipe for a three-month campaign that blends desserts, nostalgia, and a heavy dose of cuteness. Timed to coincide with National Day, Malaysia Day, and Secret Recipe’s 28th anniversary, the partnership marks one of the cake brand’s most expansive in-store collaborations to date.

Throughout the campaign period, customers will be able to redeem exclusive merchandise with their meals, including monthly sticker packs, car decals, keychains and magnets. A series of plush “cat-in-a-cake” collectibles, featuring punny characters like 'Mao-Cadamia', 'Choco-Mao' and 'Mao-Velvie', will also be available for purchase or redemption while stocks last.

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