Pizza Hut has tapped a couple of Y2K heartthrobs for its latest campaign marking the return of the Heart-Shaped Pizza.
Just in time for Valentine’s Day, the brand has partnered with
Nick Carter and Howie Dorough from the Backstreet Boys for “The Shape of My Heart-Shaped Pizza” campaign, a nod to the band’s chart-topping hit of the same name from 2000.
The two stars, whose band just celebrated the 25th anniversary of its “Millennium” album, star in a new social ads inspired by “Shape of My Heart” tune for the
limited time Heart-Shaped Pizza offering.
In one spot, seen here, the two playfully argue over the best way to make the heart symbol
through hand gestures, which results in a debate between Gen Z and millennial styles. The two, who now have a pizza in front of them, abandon the conflict to “follow their hearts and share a
slice of Pizza Hut's Heart-Shaped Pizza.”
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The heart-shaped pie is available now through Feb 22 via the brand’s website, with prices beginning at $11.99.
The new campaign
comes as Pizza Hut recently announced the closure of approximately 250 locations across the U.S. The brand reported U.S. same-store sales had decreased by 3% in the fourth quarter of 2025, which
followed a 7% U.S. decline for the full year. Pizza Hut Chief Financial Officer Ranjith Roy said during the Feb. 4 Yum Brands earnings call that the closures were part of the brand’s "Hut
Forward" strategy, which focuses on “modernizing technology, improving marketing and adjusting franchise agreements to boost performance.”
Pizza Hut currently operates 20,000
restaurants in over 110 markets and territories.