Pizza Hut is leaning into Valentine’s Day with a familiar shape and a familiar chorus.
The chain has teamed up with Backstreet Boys members Nick Carter and Howie Dorough to bring back its Heart-Shaped Pizza under a new name: The Shape of My Heart-Shaped Pizza.
Yes, it’s a nod to the band’s 2000 hit Shape of My Heart, the ballad that helped define an era of CD players, flip phones, and carefully folded love notes.
The timing isn’t random. It ties into the group’s ongoing 25th-anniversary celebration of the five-time Grammy-nominated album Millennium, which cemented their place in pop history. They’re also in the middle of their Into The Millennium residency, a nostalgic show celebrating their Millennium album at the Sphere, Las Vegas’s immersive entertainment venue.
Pop Culture Collab for the Ages
Pizza Hut’s role in all of this is simple: bring back the heart.
In a series of social media spots tied to the campaign, Carter and Dorough stage a lighthearted argument over generational hand-heart gestures — the classic Millennial two-hand heart versus Gen Z’s smaller finger version. The debate concludes the way most brand collaborations do: with pizza. Specifically, a slice of Pizza Hut’s heart-shaped pie.
To that end, the company is offering a medium, one-topping Heart-Shaped Pizza through February 22, starting at $11.99. It’s available for order online and through the app, just in time for Valentine’s Day and the following weekend.
The heart-shaped pizza has been a recurring Valentine’s promotion for Pizza Hut since its debut in 2017, appearing annually (or near-annually) around mid-February before quietly exiting the menu until the next romance season. This year’s version amps up the appeal with pop-culture nostalgia.
The collaboration fits into the broader February pattern in quick service: limited-time offers built around shareable moments. Couples’ meals, pink packaging, dessert tie-ins, and brands compete for a slice of a holiday that’s as much about marketing as romance.
For Pizza Hut, the appeal is straightforward. A recognizable product. A recognizable song. A built-in occasion. And for customers, it’s just pizza — folded into a heart, boxed up, and sold for a few weeks before the shape returns to normal.
Source: PR Newswire