Pizza Hut, while not an official Super Bowl sponsor, is still celebrating the game's golden anniversary, with plans to deliver 50 gold-flaked pizzas on its busiest day of the year.
Pizza Hut has aired a pre-game commercial within 10-15 minutes of kickoff for more than 15 years, a way for the chain to stand out as viewers might be deciding what to eat for the big game. The company also used to run in-game ads, though it hasn't done so since 2007.
"The majority of pizzas are being ordered before the game starts. We're right there in that moment and we love that spot," said Jeff Fox, Pizza Hut's chief brand and concept officer.
The Yum Brands division plans to run up to a dozen commercials on CBS throughout the day leading up to the game, including a spot that will air following the national anthem, before kickoff. The final spot, which features Flo-Rida's song "My House" as a nod to not needing to go out for dinner, has a football game-related moment at the end.
Super Bowl Sunday is the U.S. pizza industry's biggest day of the year. Pizza Hut expects to sell well over 2 million pizzas on Sunday, a jump of about 80% to 90% from a typical day.
This year, Pizza Hut is banking on a new Stuffed Garlic Knots Pizza and a golden promotion to help spur even more orders. Pizza Hut, since it is not official Super Bowl sponsor, refers to "the Golden Anniversary of the Big Game" that it is being played in the Golden State. Another golden touch was hiring Detroit Lions player Golden Tate to help promote the new pizza at festivities and media events in the Bay Area.
Those who order a Stuffed Garlic Knots Pizza on Super Bowl Sunday will have a chance to get one of 50 special pizzas topped with nearly $100 worth of edible 24-karat gold. The pizza comes in a special golden box along with a gold $100 Pizza Hut gift card. People in certain markets can also enter for a chance to get the gold version by emailing a request to [email protected]
The company is teasing the gold pizza in a digital video and plans to show it on Periscope on Tuesday. It aired footage of the regular stuffed garlic knots pizza via Periscope last week.
Fans can eat the gold-covered pizza. "Not only is it edible, but it's delicious," said Mr. Fox.
Still, a regular version will be included with the winning orders.