Vertical Pizza Box

With over 400 restaurants serving customers Nationwide, Pizza Hut UK is turning heads on the streets of London with the ‘Vertical Pizza Box’ – a playful, social-first campaign created by Iris, designed to spark curiosity and fuel speculation around a seemingly impossible invention: the world’s first vertical pizza box.

The campaign taps into Pizza Hut’s long history of iconic ‘firsts’ – from inventing the Stuffed Crust to sending a pizza into space – and asks one simple question: if Pizza Hut has done it all… why hasn’t anyone cracked a vertical pizza box?

To bring the idea to life, Pizza Hut is placing the Vertical Pizza Box prototype directly into the real world, with people spotted carrying it across London in a way that stops passers-by in their tracks and prompts the internet’s most important reaction: “Wait… what?”

Built around speculation rather than explanation, the campaign deliberately avoids giving the game away upfront – allowing audiences to lead the conversation as they debate how it works, where it’s come from, and whether it could possibly be real.

The rollout is designed to build momentum over time, starting with publisher pages to kick-start conversation, followed by influencer-led content to amplify speculation and drive shares, before Pizza Hut steps in on its owned social channels to respond to the buzz and bring the story to a close. Early sightings will be seeded through Archbishop of Banterbury and TikTok food news creator Food with ASB.