Now you can play Pac-man on a Pizza Hut box
By James Herring on Friday, March 19, 2021
Pizza Hut has debuted a new campaign featuring the iconic video game on its boxes that can be played with augmented reality.
The campaign is designed to tap into nostalgia for the ’80s when its dine-in restaurants were particularly popular.
The company has designed its pizza boxes with the classic Pac Man maze, which can be paired with an app that allows customers to play the game using augmented reality.
The game is at the center of a “Newstalgia” campaign that “puts a contemporary twist on all things people love and associate with the brand,” including “Book It” pins (for the chain’s popular book reading club), arcade games, red cups and Tiffany style lamps.
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“Pac Man’s design and creation was inspired by the shape of a pizza with a slice taken out of it, making this partnership so appropriate for the Pac Man brand,” Yutaka Fuse, head of licensing and branding for Bandai Namco Entertainment, which owns the Pac Man brand.
“There aren’t many brands with more iconic elements than us, whether it’s the red cups, checkered tablecloths, connection to pop culture and entertainment – like Pac-Man – or our iconic Pan Pizza,” says George Felix, chief marketing officer, Pizza Hut. “As we look to connect with a new generation of pizza lovers, we are tapping into those things that make Pizza Hut great in a modern and relevant way.”