Pizza Hut tease ‘Vertical Pizza Box’ with street stunt
By Staff on Monday, February 9, 2026
Pizza Hut UK has launched a playful piece of street theatre in London with the debut of the so-called ‘Vertical Pizza Box’.
The social-first campaign deployed actors, debuting the box in public, was created by Iris Worldwide and designed to spark curiosity.
The teaser phase of the campaign leans into speculation, inviting audiences into debate and discussion.
Public sightings will be seeded via publisher pages and with creators including Archbishop of Banterbury.
According to Global Brand Creative Director Roy Torres, the idea was about creating something that felt genuinely surprising in culture.
Iris Worldwide Global Chief Creative Officer Menno Kluin adds that by putting the prototype into the wild, the internet is left to do what it does best, spot it, share it and argue about it.
