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PIzza Hut’s launch of their rebranded Hut Rewards program during the 2026 March Madness season, building loyalty through app gamification, new partnerships, and CRM to drive growth and customer engagement.
WHAT STARTED ONLY AS A RETENTION STRATEGY GREW INTO A LASTING COMPETITIVE ADVANTAGE.
From discount program to growth engine.
From only resulting in one-off visits that drive redemptions, to habit-forming growth driving frequency and profitable repeat visits.
From being hard to find, use, and mostly about points and discounts to an embedded simple and seamless experience with broader value and engagement.
728,379 new customer signs ups in just 30 days
183.5% increase over prior year’s March Madness campaign
Active loyalty members grew to 2M+
First time redeemers increased to 15.5% (+8.6% YoY)
The logo is available in three color variations to ensure flexibility across different backgrounds and applications. There are two versions of the logo depending on growth markets where the Pizza Hut brand and red roof does or doesn’t have strong brand awareness or recognition.
This primary tagline—More Under One Roof—is used in markets where the Pizza Hut brand and red roof do have strong recognition. This functions as a stand-alone lockup or can be integrated into headlines and campaign creative.
The Hut Rewards palette builds on the established Pizza Hut brand colors, which is anchored in bold reds, black and supporting neutrals. Within this system, Pizza Hut Rewards introduces a secondary color, Hut Rewards Banana Pepper, that adds its own layer of distinction while staying connected to the parent brand. It brings a fresh tone that helps Rewards stand out across key moments.
The pixel art icons, inspired by the brand’s signature checkerboard pattern, introduce a fresh, digital-first approach while staying rooted in tradition.
They embrace a crafted, handmade quality, as if built block-by-block, reinforcing a sense of playfulness and nostalgia.
The structured pixel grid adds a tactile feel, making the icons feel both contemporary and heritage-driven—a perfect blend of past and future.
They embrace a crafted, handmade quality, as if built block-by-block, reinforcing a sense of playfulness and nostalgia.
The structured pixel grid adds a tactile feel, making the icons feel both contemporary and heritage-driven—a perfect blend of past and future.
REBRANDED HUT REWARDS LAUNCH IN APP, IN CRM, AND ON THE WEBSITE
Designed the new Hut Rewards logo based on the rebranded Pizza Hut identity, plus a scalable pixelated icon set using a grid-based template. Led design direction for the March Madness campaign with the NCAA, celebrating Space Jam's 30th anniversary. Built a microsite, a swag sweepstakes, a Space-Jam personality/character quiz, and two browser-based games.
PIZZA HUT
PIZZA HUT