Pizza Hut HK teams up with ONE PIECE to set sail with flavour

Pizza Hut Hong Kong has partnered with the Japanese manga series ONE PIECE to launch a new campaign, empowering consumers to embark on a thrilling culinary treasure hunt.

Running until 24 September, the “Pizza Hut x ONE PIECE” campaign is a collaboration with local creative agency SO DON’T BORE, food photography captured by Invisible Lab, and post-production managed by Module Studio. It features a range of limited-edition themed dishes and exclusive merchandise, along with Pizza Hut stores decorated in the ONE PIECE theme, spotlighting main characters such as Luffy, Zoro, and Nami.

Renee Chan, director of customer experience and marketing, Pizza Hut Hong Kong, told MARKETING-INTERACTIVE that while ONE PIECE has grown into a global phenomenon since 1997, its themes of friendship, dreams, and adventure align perfectly with Pizza Hut's values. Its worldwide influence and devoted following create an ideal partnership for brand enhancement.

The campaign aims to captivate ONE PIECE enthusiasts while driving product excitement through innovative menu items. This creative fusion seeks to bridge online engagement with offline experiences, creating meaningful touchpoints for consumers. It targets devoted ONE PIECE fans seeking limited-edition experiences, as well as young families where parents can share their passion for ONE PIECE with children through themed dining adventures.

As part of the campaign, various ONE PIECE-themed dishes are available, allowing fans to relive classic moments from the manga through their taste buds. These include the "ONE PIZZA：海王芝士扭紋批", inspired by Luffy's iconic straw hat, and the "猛烤威靈頓豬髀皇", an irresistible treat for meat-loving Luffy. Additionally, there are sweet offerings such as the "蛋糕島・草莓芝士酥", as well as drinks such as "霜月村・蜜瓜梳打".

Pizza Hut has also created two limited-edition takeaway pizza boxes for the ONE PIZZA set, featuring stickers filled with ONE PIECE adventure elements. Additionally, customers can receive themed gifts such as badges, coasters, and cup sleeves printed with the main characters. Two TV commercials (TVCs) have been launched highlighting the ONE PIZZA and MY BOX campaigns, along with social media videos and bus advertisements.

Apart from the free themed gifts, Pizza Hut is offering its Huts Rewards members in Hong Kong and Macau the chance to redeem ONE PIECE merchandise. Available items include a themed organiser bag, a three-fold automatic umbrella, and a wireless charger, all featuring classic ONE PIECE elements.

To further engage the audience, Pizza Hut has transformed four select stores in Hong Kong, Kowloon, and the New Territories into ONE PIECE-themed stores, officially becoming the base for the straw hat pirates. Each themed store is filled with ONE PIECE elements, from the interior and exterior decor to every table and chair, brimming with details that evoke memories and resonance. 

The Tuen Mun Wah Do Garden and Wan Chai’s The Johnston Suites stores even feature life-sized statues of Luffy and Zoro, allowing guests to savour Pizza Hut's limited-time offerings while fully immersing themselves in the world of ONE PIECE. 

Pizza Hut has also launched a limited-time ONE PIECE themed party at its 18 select stores. This offering includes an array of features, including venue decorations, party food, digital invitations, party ambassadors, interactive games, and party gift bags, all designed to create an unforgettable party experience for customers. 

Additionally, Hong Kong's first-ever ONE PIECE-themed pirate ship will sail in Victoria Harbour in August, marking a landmark moment for the campaign.

Sincerity lies at the heart of this collaboration, said Chan. Rather than just another branded partnership, this campaign springs from a genuine desire to honour ONE PIECE's legacy and its passionate fanbase. 

Working closely with licensors, Pizza Hut creates an authentic journey that spans transformed dining spaces, Victoria Harbour activations, and the playful ONE PIZZA, with each touchpoint carrying the spirit of genuine appreciation, from TV commercials to street-level surprises, according to Chan. 

The strategy weaves digital storytelling with real-world adventures to create moments that resonate with both hardcore fans and curious newcomers, emphasising that it's not just about selling pizza but about crafting memories that capture the magic of ONE PIECE in every bite and experience, she added. 

Don’t miss: Pizza Hut HK highlights culinary innovation with manga-inspired campaign

Back in March, Pizza Hut Hong Kong launched a playful new campaign to promote its pink cheese pizza, where kawaii, meaning "cute", met culinary innovation.

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

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