The limited-time delivery campaign came from GSD&M

By Erika Wheless from AdAge

Cowabunga! Pizza Hut and Teenage Mutant Ninja Turtles joined forces to give TMNT fans the chance to eat pizza underground.

For those unfamiliar with TMNTs lore, the Ninja Turtles live in an abandoned subway station and love pizza. So, for one day, Pizza Hut placed an out-of-home QR ad in Manhattan’s Union Square subway station that allowed select fans to order a pie by sending a turtle emoji to a Pizza Hut hotline. Within minutes, they were delivered a pie at a marked “Pizza Drop Zone” in front of the ad.

The limited-time underground delivery idea from GSD&M comes ahead of the movie “Teenage Mutant Ninja Turtles: Mutant Mayhem” hitting theaters on Aug. 2. The campaign also included TMNT-themed pizza boxes which featured a QR code for a mobile game. Pizza Hut will get cameos in the upcoming film, and the Turtles will be featured in Pizza Hut commercials.

“Pizza Hut and Teenage Mutant Ninja Turtles have a longstanding history that goes back to the ’90s. Bringing the two together again for a new generation was a no brainer,” Lindsay Morgan, chief marketing officer at Pizza Hut, said in a statement. “With this new collaboration, we wanted to pay homage to the Turtles’ origins and their love of pizza, while also infusing modern touchpoints and a fun, creative take on pizza deliveries – in real life and through augmented reality gaming.”