Pizza Hut: the biggest pizza brand on social in NZ

Pizza Hut NZ needed younger Kiwis to care again. We took over its TikTok at 3,000 followers and grew it past 45,000, and built the brand across Instagram, Facebook and YouTube. Pizza Hut is now the biggest pizza brand on social in New Zealand, and its content has reached 107M views since February 2025.

Food & BeverageNew Zealand

107Mviews across TikTok, Instagram, Facebook and YouTube

Two Pizza Hut videos: a free pizza handed up to a truck driver for Honk for Pizza, and two staff playing a guessing game in store

Client: Pizza Hut
Industry: Food & Beverage
Region: New Zealand

the results

the results for Pizza Hut.

335Kfollowers across four channelsOctober 2026Source: Public profiles and Metricool

15xTikTok followers, 3,000 to 45,000Since we took overSource: TikTok

107MviewsFeb 2025 to Oct 2026Source: Metricool, all channels

26.8MHonk for Pizza viewsJul 2025 to Oct 2026Source: Metricool, all channels

Pizza Hut is the biggest pizza brand on social in New Zealand, with 335,000 followers across TikTok, Instagram, Facebook and YouTube (October 2026)
TikTok grew from 3,000 to 45,000 followers in two years, 15x growth
YouTube subscribers grew 66% in 2026 to 34,400, second among New Zealand quick service restaurant brands
Content reached 107M views across four channels from about 2,000 videos (February 2025 to October 2026)
Honk for Pizza passed 26.8M views, including one video with 18.3M
The top video reached 12.8M views, 727K likes, 62K saves and a 6.2% engagement rate
1.1 million likes on TikTok alone
Created a recognisable character, "The Pizza Hut Guy", who gets stopped in the street

the challenge

the challenge for Pizza Hut.

Pizza Hut's brand had been in decline for years. Domino's dominated the category, Hell Pizza sat comfortably in second place, and Pizza Hut was fading into irrelevance, especially with younger audiences.

Their social media reflected the problem: generic corporate content, mostly ads, nothing anyone would choose to follow. No personality, no engagement, no reason to care.

They needed to become relevant again. Not through advertising, but through content people actually wanted to watch.

the solution

the solution for Pizza Hut.

We embedded a team of 8-9 people and built a content engine designed for speed, volume, and personality.

We launched multiple original series that leaned into absurdity and internet culture:

"Pineapple Challenge": We doubled the amount of pineapple on a pizza every day until we hit a follower goal. It got absurd fast, and the internet loved the chaos.
"Honk for Pizza": We handed out free pizzas in traffic jams to anyone who honked. Simple, fun, shareable.
Game show-style videos: Quick, playful formats that felt native to TikTok.
Bait-and-switch ads: Videos that look like one thing, then reveal they're a Pizza Hut ad.

We also built "The Pizza Hut Guy": our on-camera talent Leigh became so recognisable that people stop him in the street. He's not a mascot, he's a character people genuinely like.

The engine runs on iteration. We analyse what hits, double down on what works, and stay reactive to trends and cultural moments in real time.

in their words

The Attention Seeker have been a fantastic addition to our agency team. They’re true experts at what they do, and their team always delivers excellent work. Whenever we work together as an agency group they always make the process smooth and easy. They bring creativity, & expertise to improve the project without being precious or possessive about the idea. They have always put the final product above anything else and that has made them a joy to work with

Jamie Keen, Marketing Manager, Pizza Hut, Pizza Hut

the videos