Pizza Hut faced a dual challenge: declining same-store sales and a shrinking share of the U.S. pizza market amid increased competition from Domino’s and other QSR brands. The brand needed to capture the attention of a younger audience and demonstrate relevance while also boosting sales in a highly competitive category.
The 6-7 Menu
Pizza Hut turns a viral cultural moment into craveable, shareable menu magic
Клиент
- Pizza Hut
Офис
- Dallas
Challenge
Inspiration
The viral “6‑7” phrase, recently named Dictionary.com’s 2025 Word of the Year, not only captured Gen Z and Gen Alpha’s attention with its playful, nonsensical charm, but grew into a cultural phenomenon among all ages. Its rise to Word of the Year (leading into the 6th and 7th of the month, no less) presented a perfect opportunity to tap into the moment at its peak.
Idea
VML helped Pizza Hut launch the “6 7 Menu,” featuring 67‑cent boneless wings available for a limited two-day window. The Word of The Year became the deal that made their week, offering Pizza Hut’s wings in nine bold sauces for carryout and delivery when using the code SIXSEVEN.
Execution
The short-form video campaign fused culture-based strategy, craveability, and a time-sensitive offer, creating urgency and shareability. Through video and creator content on key social platforms like TikTok and Instagram, Pizza Hut drove online orders, increased in-store visits, and strengthened its position among younger consumers who value both trendiness and affordability.
Please provide your contact information to continue.
Related Content
Pizza Hut
Hutty: Pizza Hut’s AI Slam Dunk for March Madness
How Pizza Hut used AI, gamification, and fan engagement to redefine March Madness
Читать описание кейса 
In The Press
Pizza Hut Hires VML in Agency Roster Shakeup
In a revamp of its agency roster, Pizza Hut has hired VML to oversee BX, CX, Organic Social, Loyalty, CRM, Journey Mapping, and more
Читать далее