How Uber Advertising and Pizza Hut turned Rides into the Handcrafted launchpad

Client: Pizza Hut

In 2024, Pizza Hut wanted to refresh its brand perception and reconnect with UK audiences through the launch of its new premium handcrafted sourdough pizza range. It made a bold pivot, partnering exclusively with Uber Eats to deliver a digital-first campaign that redefined how and where customers discovered the brand.

This platform-native approach diverged sharply from Pizza Hut’s traditional product launches, eschewing TV and OOH in favour of dynamic, data-led engagement at the point of craving. At the heart of the campaign was Uber’s first-ever UK playable ad experience housed in Journey Ads, which turned ride time into an interactive, appetite-triggering brand moment.

Served to users based on pizza preferences, trip destinations, and proximity to Pizza Hut locations, this was backed by a full-funnel strategy that leveraged Uber’s complete suite of ad products. Sponsored Listings with advanced keyword targeting captured high-intent searches for “pizza” while in-app billboards, CRM, and push notifications ensured consistent, native visibility throughout the customer journey.

And it worked. £95,000 in incremental sales

26% of orders from new customers

9.57x ROAS through Sponsored Listings

3-minute average dwell time on Journey Ads and the playable ad

Uber Advertising and Pizza Hut’s bold collaboration proved that innovative creative delivered at impactful moments of discovery can do for a new product, cementing the sourdough range as a fan-favourite amongst the next generation of pizza lovers.