One may be the loneliest number, but Pizza Pizza is aiming to show how it can also be a tasty one this Valentine’s Day.

Called “Singles for Singles,” the pizza chain’s newest program has the QSR dropping one of the “Pizzas” from its name as it serves up free single slices to guests who identify themselves as single.

It’s a change of pace for the brand, which has “always connected well with families and couples on Valentine’s Day,” says Adrian Fuoco, VP of marketing for the chain. “This year, we thought we would also give a shout out to single people with the gift of a slice.”

The program falls under the larger “Everyone Deserves Pizza” brand platform, developed with AOR Zulu Alpha Kilo, that has also seen the chain offering Canadians the chance to “lock in” on a fixed rate for their pizzas, and showcasing how their pies can be broken up into visual charts representative of different demographics.

“We often say actions speak louder than words,” explains Brian Murray, CCO at Zulu. “This program is a fun example of what ‘Everyone Deserves Pizza’ is all about.”

The program is supported by an OLV that showcases the “renaming” of a Pizza Pizza location to, simply, Pizza. The free slices will be on offer at five select locations across the country from 6 to 9 p.m. PR was handled by spPR, with Media Experts handling a geotargeted media buy near the locations offering free slices, working in tandem with the chain’s own marketing team.