Pizza Hut Canada has launched one of its boldest creative stunts to date, reaching far beyond traditional advertising channels—and far beyond Earth itself. Inspired by the growing cultural fascination surrounding the interstellar comet 3I/ATLAS, the brand has unveiled UFOOH (UFO Out of Home), the world’s first billboard campaign literally aimed at the sky.
Installed in Toronto’s Liberty Village and angled upward toward the cosmos, the billboards feature playful messages clearly intended for audiences well outside of the planet’s atmosphere. With lines such as “Eat pizza. Not people.” and “Take us to your eater,” Pizza Hut is humorously extending an open invitation to any curious extraterrestrial who might be passing by with the comet.
The campaign, developed in partnership with Publicis/Leo Burnett, taps into the global buzz surrounding the rare comet, which has captured the imagination of scientists and pop culture enthusiasts alike. For Pizza Hut, the moment presented an opportunity to blend fun, absurdity and brand storytelling—all while reaching potential new “markets.”
To reinforce its cosmic hospitality, the brand even designed a space-ready pizza box, engineered to keep pies warm and intact in zero gravity—because if aliens ever stop by, cold pizza would hardly make a good first impression.
And just in case first contact actually happens, Pizza Hut is offering Canadians a celebratory treat: free pizza with the code FIRSTCONTACT.
“Why stop at Earth?” said Devon Lawrence, marketing director at Pizza Hut Canada. “With UFOOH, we’re literally shooting for the stars. Whether someone is human, alien, or somewhere in between, everyone deserves a hot slice.”
Kohl Forsberg, executive creative director at Leo, highlighted how the comet provided a moment too good to miss. “Maybe aliens will see our ads, maybe they won’t,” he said. “But 3I/ATLAS has become a cultural phenomenon—and a playful opportunity for Pizza Hut to own the conversation and build momentum.”
With more than 650 restaurants nationwide and over a decade of growth, Pizza Hut Canada is extending its hospitality to the galaxy. The message is clear: great pizza doesn’t just bring people together— it brings beings together. Whether you’re from Moncton or Mars, there’s always room for one more slice.
