Pizza Hut
Pizza Hut, in partnership with Influential, proved the power of First Snap Takeovers when its campaign promoting its Big Dinner Box offer reached 39 million Snapchatters in a single day, breaking open-rate benchmarks and securing over 100K orders.
From Space to Snapchat
Pizza Hut pioneered the world’s first ever online purchase when it launched PizzaNet in 1994 3. Seven years later, it made history for a second time when it delivered the first ever pizza slice to outer space 4. This brand knows the power of firsts – that’s why it leveraged First Snap takeover to launch its latest offering.
First Snap, Full Impact
Pizza Hut wanted to spotlight the value and variety of the Big Dinner Box in a new and innovative way among Snapchatters in the US. By using a First Snap takeover, the brand was guaranteed first place in its target audience’s Chat Feed, reaching pizza enthusiasts before competitors could get a slice of the action.
In partnership with Influential, Snapchat’s creator agency production partner, Pizza Hut collaborated with social media creator Joe Mele to promote its product in a truly personable way. Speaking directly to the camera, Joe invites Snapchatters into his family’s kitchen and captures a dispute that plays out in countless homes around the country: what to eat for dinner. The answer? Pizza Hut’s Big Dinner Box.
Snapchat’s Recipe for Success
Pizza Hut’s First Snap campaign in October 2025 was a resounding success, helping to drive the highest volume of orders and reach of any takeover that the brand has run on Snapchat. In just one day, Pizza Hut reached over 39M Snapchatters. Its First Snap drove 12% above the average open rate for First Snaps 2 and netted over 105k orders on a 7-day click / 1-day view attribution window. Pizza Hut’s activation also drove organic traction and engagement through the sheer volume of Chat opens, reinforcing the impact of a First Snap strategy 1.
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