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Pizza Hut March Madness
A Magnetic March Madness Mascot
For March Madness 2025, Pizza Hut wanted to make a big impact. As an official NCAA sponsor, the brand needed to turn that investment into new followers and subscribers.
Meet Hutty
Scott and the VML team set out to create something that would resonate with college basketball fans and make Pizza Hut a meaningful part of the conversation. They created Hutty, a March Madness-obsessed Pizza Hut mascot who loves all things pizza and college ball.
Hutty became the lens through which Pizza Hut shared promos and deals, channeling the enthusiasm of the world’s biggest basketball fan and pizza lover.
Making Hutty Happen
To further emphasize branding, Scott designed Hutty’s head as an oversized version of the Pizza Hut logo.
Hutty went through numerous revisions in a short amount of time. Scott quickly adapted to feedback, using a combination of hand-drawn illustration, AI tools, and Photoshop to create realistic mockups for what would eventually become the real-life mascot debuting at the San Antonio tournament.
From Hutty with Love
To support the campaign, Scott designed the emails and sweepstakes landing page, ensuring each felt as though it came “from” Hutty while maintaining established Pizza Hut branding.
These assets were built with a strategic hierarchy in mind, guiding users to the next step of their March Madness journey with Pizza Hut.
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