Pizza Hut is the latest brand to get in on the Girl Math trend—with help from TikTok star Anna Sitar and “Saturday Night Live” cast member Ego Nwodim. The brand hopes the two women will bring in new customers, or entice lapsed customers to come back.

Pizza Hut’s new $7 Deal Lover’s campaign lets customers order two or more of 17 dishes for $7 each. The chain aims to highlight how its deal is so good, some might even say “it’s basically free” if thought about in terms of “Girl Math”—the TikTok trend where women justify their spending habits, like the idea that items bought with a gift card or cash are free; or returning an item means making money. 

To spread the “Girl Math” message, Pizza Hut has partnered with Sitar, who has over 12 million followers on TikTok, and has a degree in mechanical engineering (and a master’s in film and TV production).

“It takes two to make each $7? Girl math,” Sitar says in a video. “Ordering in means not doing the dishes tonight, saving time. Time is money. Girl math.”

RQ Agency is behind the Sitar ads, which will get paid support on TikTok, Instagram and YouTube. (RQ Agency also helped Pizza Hut work with YouTuber Airrack and with rap duo Flyanna Boss for the brand’s last campaign.)

Nwodim appears in new TV spots from GSD&M that show her hanging at a rooftop party with friends and chowing down on, of course, Pizza Hut. The ads will run on national TV, online video and social media. 

“We wanted to talk to a new audience, and having two different stars working two different channels will hopefully pay off,” said Lindsay Morgan, chief marketing officer at Pizza Hut.

Craig Robinson, who has been in other Pizza Hut campaigns, briefly appears in one of Nwodim’s ads.

Social media participation

The social media campaign plugs a deal where consumers can get a $7 coupon for the deal menu. But to get the offer, consumers must fill out a form at www.hutmath.com, entering first-party data such as their full name and email address. And they must answer the question, “Why is ordering from Pizza Hut’s $7 Deal Lover’s menu ‘basically free’ using girl math?” either by typing the answer on the website or by creating a TikTok video and entering the link in the form. Participants who create a TikTok video have to state that it’s for a promotion. Winners will receive a $7 Pizza Hut gift card code.

“I think 1:1 customer communication is the future of marketing,” Morgan said of the first-party data. “The hope is that we’ll bring them in for a purchase and keep them coming back again and again and into our loyalty program.”

The #girlmath hashtag currently has more than 1 billion views on TikTok, and Pizza Hut isn’t the first brand to take a stab at the trend. Five Below, Ulta, Sephora, Fenty Beauty and even Babylist are among the brands that created marketing around it. Earlier this year, Popeyes rolled out a “Girl Dinner” menu item. NYX Cosmetics even managed to combine both “girl math” and “girl dinner” into one video.