Pizza Hut Malaysia taps into Pokémon nostalgia for new Sliders campaign

Pizza Hut Malaysia has teamed up with beloved Japanese media franchise Pokémon for a bold new campaign that fuses pop culture with playful dining, introducing its latest limited-time offer, the Hut’s Sliders, alongside a full-fledged Pokémon collaboration.

From exclusive merchandise and themed store takeovers to a two-day fan event, the campaign aims to turn a simple meal into a collectable, crave-worthy experience for fans of all ages.

"Pokémon is a cultural phenomenon that resonates across generations, and that's precisely why it's the perfect partner for our new Pizza Hut Sliders," said Aileen See, chief marketing officer of Pizza Hut Malaysia, in a statement shared with A+M.

"We're tapping into that shared love to create joyful moments for everyone. This isn't just about a meal; it's about sparking connections and turning every bite into an adventure,” she added. 

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At the heart of the campaign is the Hut’s Sliders Pokémon range, a bite-sized spin on pizza that comes paired with Pokémon collectibles developed in close collaboration with Pokémon’s licensing and creative teams.

From the colour palette to character poses, every detail was designed to reflect the energy of both brands, creating what Pizza Hut describes as “not just merch, but a moment.”

Pizza Hut has brought the Pokémon experience to life by transforming eight stores across Malaysia (including in KL, Penang, Johor Bahru, Sarawak, and Sabah) into themed outlets decked out with kawaii décor, photo-ready setups, and exclusive combo meals.

The centrepiece of the campaign is the Pokémon Fan Day, a two-day event on 26 to 27 July at Pizza Hut Sunway Pyramid. Fans can look forward to a Pokémon-themed scavenger hunt, trading card game tutorials, photo challenges, and exclusive rewards like a limited-edition Pokémon playmat and funpack.

The event invites attendees to complete in-store missions and earn stamps to redeem special merchandise, with tickets available via Ticket2U. Alongside the Fan Day, the campaign is supported by a nationwide push across digital, social, and in-store platforms, including exclusive merch drops and limited-time menu items, delivering a full-fledged 360 Pokémon x Pizza Hut experience.

The creative execution comes from MBCS, Pizza Hut’s agency partner, which led campaign ideation, content development, and activation strategy. "From a creative standpoint, the Pizza Hut Sliders x Pokémon campaign was a dream project," MBCS’s executive creative director Mun Tuck Wai told A+M.

"It's not every day you get to blend the iconic world of Pokémon with the familiar comfort of Pizza Hut. Our challenge was to find that sweet spot where both brands could shine, creating a campaign that felt authentic, playful, and undeniably craveable," he added. 

While the Pokémon Fan Day is exclusive to Sunway Pyramid, fans across Malaysia can still catch the vibe at themed stores and enjoy the Sliders menu with limited-edition merchandise while supplies last.

In November 2024, Pizza Hut Hong Kong partnered with Pokémon to drive engagement with an extensive pool of targeted customers in its latest campaign. The campaign targeted different generations of Pokémon fans, Pizza Hut lovers and members, card game collectors, and families with children, from Hong Kong and Macau.

In a conversation with A+M, a spokesperson from Pizza Hut said: “Pizza Hut chose to partner with Pokémon because we hope to leverage its remarkable multi-generational appeal and mass popularity. No matter where you are or who you are, Pokémon has been a part of everyone's life. Pokémon and its friends have a unique charisma that connects them with audiences and different kinds of people.”


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