new limited edition pizza hut boxes let you play pac-man in AR

pizza hut teamed up with pac-man to introduce a series of limited edition cardboard pizza boxes in a new nostalgia-driven campaign. as part of this partnership, the new packaging features QR codes that, when scanned, allow customers to play an augmented reality (AR) version of the classic arcade game. in addition, the collaboration adds a modern spin to the brand’s iconic past elements, including book it! pins, red cups and old menu items.

all images courtesy of pizza hut

pac-man’s design is based on the shape of a pizza, with a slice taken out of it, deeming this collaboration more appropriate than ever. for a limited amount of time, pizza hut offers an exclusive box collection that allows customers to enjoy an AR experience of the classic arcade game, on their smartphone via a QR code. players that share their scores on twitter will be entered to win a custom pac-man game cabinet.

the pizza hut x pac-man collaboration is part of a wider ‘newstalgia’ campaign from the company, combining some of the most beloved aspects of pizza hut with today’s elements. ‘there’s so much love for this brand and so many iconic elements. the challenge is taking those things that people know us for, and bringing them into today’s world in relevant ways,’ says pizza hut CMO george felix. ‘pac-man games and pizza hut pizzas occupy a special place in many people’s memories; we’re excited to have the opportunity to create fun memories for a new generation of pac-man and pizza hut fans through this collaboration,’ bandai namco entertainment inc. head of licensing and branding yutaka fuse commented on the partnership.

project info:

name: pac-man limited-edition pizza hut boxes

company: pizza hut

available from 15 march 2021

via food and wine