Pizza Hut is leaning heavily into personalization in an effort to mould customers into brand ambassadors. The QSR’s “Pizzaconomy,” campaign, first launched last year and now in its second iteration, is inspired by the 24,273 possible combinations of Triple Boxes available for order.

If a customer is the first to create a combination not previously ordered, they get to name their Triple Box (existing boxes include the “Alex,” a bacon and pepperoni pizza with mac ‘n’ cheese and breadsticks, and the “Chenda,” a Hawaiian pizza with boneless bites and Hershey’s Chipits cookie). Once customers claim their combination, they get customized assets to advertise themselves and cash in on Hut Rewards.

Jennifer Ligotti, chief marketing officer at Pizza Hut Canada, says one of the highlights of the Triple Box is the degree to which customers can customize their orders.

“Now we’ve taken that even further by literally naming your favourite Triple Box after you,” Ligotti  says. “Having ads that feature your name and your Triple Box and getting rewarded when you share them, has been a great way to build brand love.”

Ligotti adds the option to fulfill numerous cravings at once through personalization is a key aspect of the Triple Box’s appeal. “This campaign really leans into that, giving our fans a whole new way to engage with us,” Ligotti says. “By letting them claim a small piece of the brand as their own and rewarding them for it, we’ve turned customers into Pizza Hut ambassadors.”

The campaign launched with OLV and social and features content created by influencers.

According to the company, Triple Box orders spiked 97.73%, with more than 4,900 Triple Boxes claimed within the first four weeks of the campaign’s first iteration.

The next wave of Triple Boxes runs until March 9.

The creative AOR is Leo Canada, while Wavemaker handled media for the first wave, and IPG Mediabrands’ Team Accelerate in the latest flight.