Pizza Hut, a subsidiary of Yum! Brands, Inc. (YUM) recently announced a summer-long promotion deal with the popular Teenage Mutant Ninja Turtles franchise. Pizza Hut will bring back the Cheesy Bites pizza to celebrate the Aug 8 release of the new Ninja Turtles movie. Teenage Mutant Ninja Turtles franchise is owned by Viacom, Inc. (VIAB).
The Ninja Turtles have a long history of working with Pizza Hut, dating back to their animated days. To revive this partnership, Pizza Hut brought back the large one-topping Cheesy Bites pizza for $11.99 from Jul 7 onwards as part of the promotion. This popular pizza, which was first launched in 2006, along with offers from the new movie will prove to be a major growth driver for Pizza Hut, in our view.
The partnership with Pizza Hut and the Ninja Turtles live action film also includes augmented reality, digital videos, hidden menus, custom pizza boxes as well as The Pizza Thrower vehicle at live events. There will also be a custom national television spot featuring the Turtles in a Pizza Hut test kitchen.
The promotion begins with Pizza Hut hosting a throwback Teenage Mutant Ninja Turtles promotion on its Twitter, Inc. (TWTR) and Instagram channels where fans can post their old Ninja Turtle merchandise to win prizes.
Ninja Turtles fans will be able to order pizzas cut in four Ninja Turtle-size slices instead of eight. For customers opting for home delivery, the Cheesy Bites Pizza boxes will offer a chance to unlock extended footage from the movie and additional content through an interactive augmented reality experience. All these digital promotions will be made available on Tumblr — owned by Yahoo! Inc. (YHOO).
As part of the promotion, Pizza Hut will also offer an exclusive online menu, featuring the favorite pizza of each Ninja Turtle.
Food franchises have always tried to cash in on the popularity enjoyed by movie and animated characters among kids and adults. In our view, this Mutant Ninja Turtles deal will drive sales as well as traffic at Pizza Hut restaurants.
Yum! Brands currently carries a Zacks Rank #4 (Sell).
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