Pizza Hut MY turns a father's touching moment into a 'forever pizza' keepsake

In a heartfelt twist to this year’s Father’s Day celebrations, Pizza Hut Malaysia and MBCS, the media-fuelled creative content practice under IPG Mediabrands, have turned one father’s story into a permanent memory, with the creation of what they’re calling the “Forever Pizza.”

The story began when Pizza Hut launched its special heart-shaped “Pizza Heart” for Father’s Day. One recipient, a father, shared a touching post on Instagram after receiving the pizza from his daughter, saying he couldn’t bring himself to eat it because of how meaningful the gift was.

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Moved by his sentiment, Pizza Hut and MBCS decided to preserve that exact pizza by encasing it in resin. The result is a one-of-a-kind keepsake that symbolises more than just a meal: it captures a powerful emotional moment between father and child.

“We’ve made pizzas for celebrations, reunions and movie nights, but this is the first one that’s not meant to be eaten,” said Mun Tuck Wai, executive creative director at MBCS. “Because this specific one said more than any word ever could. The Forever Pizza is a pizza that’s a bit too special to eat, capturing a moment that’s forever etched in their hearts.”

Pizza Hut Malaysia’s chief marketing officer, Aileen See, echoed the sentiment. “This wasn’t just a meal, it was a memory worth preserving,” she said. “It symbolises the beauty and depth of a father-child bond and reflects the kind of unconditional love that truly deserves to be celebrated. After all, only a father could light up with such joy over a simple pizza. So of course, we went the extra mile to make it unforgettable.”

While the wider campaign aimed to honour the unseen sacrifices of fathers, it was this one father’s reaction that gave the effort its emotional core and inspired the brand to take the extra step.

Earlier in April this year, Pizza Hut Malaysia pulled off a smoky stunt to promote its new 'Ayam bakar' ('flame grilled chicken') pizza. In tandem with its 'Ayam bakar bukan biashe-biashe' ('Not your ordinary flame grilled chicken') campaign, the pizza chain launched its new Raya flavour with a smoke projection billboard above a Pizza Hut store in proximity of a popular Ramadan bazaar in Kuala Lumpur.

In a video shared with A+M, the smoke projection billboard looked similar to Batman's Bat Signal, but with a twist of using a smoke machine instead of shooting up the light projection into the sky. The billboard rotates between the words "Pizza ayam bakar", and a moving image of the new pizza being pulled to show its cheesy goodness. 

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