Pizza Hut rolls out Underground Delivery campaign and AR game to celebrate latest Ninja Turtles movie launch

Pizza Hut and the upcoming feature film, ‘Teenage Mutant Ninja Turtles: Mutant Mayhem’ are collaborating for the release of the movie as part of a worldwide partnership with Paramount Pictures, Nickelodeon Movies and Point Grey Productions. 

With the film hitting theatres nationwide on 2 August , Pizza Hut is reaching new heights – or rather, depths, by testing “Underground Deliveries” for a limited-time only in New York City.

With the fictional home of the Ninja Turtles being in an abandoned subway station, it was only fitting for the Underground Deliveries test to take place at Union Square subway station in New York. Select pizza lovers in Manhattan could have their pizza delivered underground by texting the Turtle Emoji to a dedicated hotline number, which then placed an order for Pizza Hut pizza. Once ordered, Pizza Hut promptly prepared and delivered the pizza within minutes directly to the marked “Pizza Drop Zone” within the subway station. Video of the Underground Delivery test in action can be viewed on

Pizza Huts full 360 campaign for the launch of the film also includes TV, digital, social, experiential and in-restaurant integration. From today pizza lovers can deliver to the Turtles for a chance to win pizza and prizes in Pizza Huts mobile augmented reality (AR) game, ‘Teenage Mutant Ninja Turtles: Pizza Power’. The game brings the Turtles to life in the real world for the first time using AR. As a delivery driver in the game, the player has to find all four Turtles hiding under virtual manholes in the city, fight the mutants and ultimately deliver the pizza. Players collect tips from the Turtles for the chance to win tickets to the movie or free pizza for a year. Try the game now on your phone here.  

Pizza Hut is also unveiling limited-edition movie-themed pizza boxes available for Big New Yorker orders as well as large and medium pizzas. The specialty packaging can be found at participating Pizza Hut restaurants nationwide starting the end of June while supplies last, and features artwork of various Ninja Turtle character illustrations. A QR code located on the pizza box will also lead fans to play the new Pizza Power AR game.

The Turtles are also popping up in new TV ads for Pizza Hut. Hungry for some delicious za, Mikey orders a Big New Yorker delivery to the Turtle Lair, taking an unsuspecting Pizza Hut delivery driver by surprise. Featuring animation and voices from the film, the spot includes 30, 15 and 6-second versions and will air starting June 26. The Turtles’ favourite pizza will also make a cameo in several scenes of the upcoming movie.

“Pizza Hut and Teenage Mutant Ninja Turtles have a longstanding history that goes back to the 90s. Bringing the two together again for a new generation was a no brainer,” said Lindsay Morgan, Chief Marketing Officer at Pizza Hut. “With this new collaboration, we wanted to pay homage to the Turtles origins and their love of pizza, while also infusing modern touchpoints and a fun, creative take on pizza deliveries – in real life and through augmented reality gaming.”