Pizza Hut Hong Kong is launching a pizza topped with the love-it-or-hate fruit whose scent is so pungent that it's not allowed on airplanes.
The brand's durian cheese pizza will be available for a limited time, which may be comforting or disappointing, depending on your durian disposition.
Interestingly, the chain will not be serving it in restaurants but only making it available through delivery and takeout. You can draw your own conclusions about why.
To launch the product, Ogilvy has created a social-media campaign called '流年運程' ('Fortune 2020'). It features a character who will remind local audiences of well-known feng shui master Mai Lin, only Pizza Hut's version is called 'My Lin Lin' (賣槤槤). As with many local campaigns, that's a play on words based on Cantonese pronunciation. In this case “Mai Lin” sounds like “selling durian”.
The agency also reports that the pizza itself can also be used for feng shui fortunes. The campaign will run through Chinese New Year.
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