Pizza Hut has launched the “ResZAmes” promotion, a campaign that prints resumes on pizza boxes and delivers them to prospective employers alongside a medium cheese pizza. With the job market becoming increasingly competitive, the brand aims to assist job hunters by combining two things that are hard to ignore: a resume and pizza.
The Power of Pizza and Personalization
The campaign is based on an insight from CareerMinds.com, which reports that 75% of resumes sent to employers never get read. Pizza Hut believes that a resume delivered in such an unconventional and appetizing way could grab the attention of hiring managers. Starting this September, the promotion is being piloted in New York City. Job seekers interested in participating can submit their resume details and the addresses of prospective employers through a dedicated website. Pizza Hut will review the submissions and select a limited number of resumes to be printed on its iconic red pizza boxes.
“We know finding a job can be daunting, especially during this key hiring season, so we wanted to lend a hand to our job-seeking customers and help them break through the clutter,” said Melissa Friebe, Pizza Hut’s Chief Marketing Officer. The brand’s efforts aim to provide an unexpected solution to a common problem, adding a personal touch to the standard job application process.
A Continuation of Out-of-the-Box Marketing
This isn’t Pizza Hut’s first time turning its pizza boxes into more than just food containers. Earlier this fall, the company introduced pizza boxes that could be folded into temporary tables for customers moving into new apartments. Similarly, the ResZAmes promotion is timed to align with the annual spike in hiring that occurs in the fourth quarter, offering job seekers a playful yet impactful way to get noticed during the hiring season.
These recent initiatives are part of Pizza Hut’s broader strategy to address consumer pain points with clever, packaging-based solutions. Whether helping people settle into new homes or making sure resumes don’t get lost in the sea of job applications, Pizza Hut has been using its pizza boxes as a creative platform for consumer engagement.
Getting In on the Action
For those in New York City looking to participate in the ResZAmes campaign, the process is straightforward. Job seekers can upload their resume and input the address of their target employer on Pizza Hut’s dedicated website. If the delivery falls within the campaign’s ZIP code boundaries, the resume will be added to a pool of contenders. From there, a limited number will be selected to be printed on pizza boxes and delivered, giving candidates a unique edge in their job hunt.
This approach mirrors Pizza Hut’s earlier “Goodbye Pies” campaign for Valentine’s Day, where the brand humorously catered to customers experiencing breakups. The company is known for its outside-the-box marketing tactics, including targeting competitors’ drive-throughs with branded cars and QR codes to lure fast food loyalists away.
The Bigger Picture for Pizza Hut
Despite its creative marketing efforts, Pizza Hut has faced challenges in recent months, including declining sales and a corporate shakeup earlier this year. With the appointment of a new U.S. president and a revamped leadership team, the brand is doubling down on inventive strategies to engage consumers and rebuild momentum.
For more details about the ResZAmes promotion, you can read the full article on Marketing Dive.