If someone told you in 2000 that a quarter-century later, you’d be watching Nick Carter and Howie D debate hand-heart gestures while holding Pizza Hut’s Heart-Shaped Pizza, you probably would’ve said, “Tell me why?” Well, here we are in 2026, and it’s happening: and honestly? It’s exactly what Valentine’s Day marketing needed.
Pizza Hut just dropped “The Shape of My Heart-Shaped Pizza,” a limited-time Valentine’s Day campaign that pairs two icons known for matters of the heart: the Backstreet Boys’ Nick Carter and Howie Dorough, and Pizza Hut’s beloved Heart-Shaped Pizza. It’s nostalgic, it’s playful, and it’s a masterclass in how brands can leverage pop culture moments to create buzz in the food and beverage industry.
When Two Icons Collide: Pizza Hut Meets BSB
The collaboration couldn’t have come at a better time. The Backstreet Boys are currently celebrating the 25th anniversary of their chart-topping, five-time Grammy-nominated album Millennium, and they’re packing the house at their “Into The Millennium” residency at the SPHERE in Las Vegas. Meanwhile, Pizza Hut is bringing back one of its most anticipated seasonal items: the Heart-Shaped Pizza: for another year of Valentine’s Day magic.
The campaign centers around “The Shape of My Heart-Shaped Pizza,” a clever play on the band’s 2000 hit “Shape of My Heart.” It’s the kind of wordplay that makes marketers smile and millennials feel seen. And let’s be real: if you were a teenager in the late ’90s or early 2000s, this campaign is hitting you right in the feels.
The Generational Showdown We Didn’t Know We Needed
The heart of the campaign (pun intended) is a series of social media spots featuring Carter and Dorough staging a playful generational debate. The topic? How to properly make a hand-heart gesture: Millennial style versus Gen Z style.
For those keeping score at home, Millennials typically create their hand hearts by bringing both hands together with thumbs touching and fingers forming the heart shape above. Gen Z, on the other hand (again, pun intended), does the single-hand finger-crossed-over-thumb move. It’s a small gesture, but it perfectly captures the generational divide that’s become a source of endless internet debate.
The spots are short, fun, and perfectly suited for social media sharing: which is exactly where Pizza Hut wants this campaign to live. After all, Valentine’s Day content that’s both nostalgic and current is social media gold. The campaign wraps up with both heart throbs agreeing to set aside their differences and share a slice of Pizza Hut’s Heart-Shaped Pizza. Because at the end of the day, pizza brings everyone together.
What’s on the Menu: Heart-Shaped Pizza Details
Let’s talk about the star of the show: the actual pizza. Pizza Hut’s Heart-Shaped Pizza is available now through February 22, 2026, giving customers nearly two weeks to get their hands on this limited-time offering.
Here’s what you need to know:
Price: Starting at $11.99 for a medium one-topping pizza (prices may vary by location)
Crust: Hand-tossed only: because you can’t form a proper heart shape with thin crust or pan
The Catch: It arrives uncut to preserve that perfect heart shape, so you’ll need to do the slicing honors yourself
Customization: Choose your topping, though let’s be honest: pepperoni is the move here
For restaurant operators and foodservice professionals reading this, there’s a lot to unpack from Pizza Hut’s approach. Limited-time offers (LTOs) like this create urgency and drive traffic during traditionally slower periods. Valentine’s Day can be tricky for quick-service restaurants since it’s often dominated by fine dining reservations. But Pizza Hut smartly positions this as a versatile option: whether you’re planning a cozy date night at home, surprising someone special, or celebrating self-love (because treating yourself is totally valid).
The Marketing Genius Behind the Campaign
From a food and beverage marketing perspective, this campaign checks all the boxes. Pizza Hut is tapping into nostalgia marketing: a trend that’s been absolutely crushing it across all industries. According to recent consumer behavior studies, millennials and Gen X consumers respond particularly well to brands that remind them of their youth, especially when those brands can make it feel fresh and relevant.
But here’s where Pizza Hut really nailed it: they didn’t just slap the Backstreet Boys on a billboard and call it a day. They created actual content that’s designed to be shared, debated, and engaged with on social media. The generational hand-heart debate is exactly the kind of lighthearted content that drives organic reach. People will share it, tag their friends, and inevitably start debating which hand-heart is correct (for the record, both are valid).
The partnership also leverages the current cultural moment. The SPHERE residency in Las Vegas is generating massive buzz: it’s one of the most talked-about entertainment experiences right now. By partnering with Carter and Dorough specifically, Pizza Hut gets to ride that wave without having to secure the entire band. It’s smart, cost-effective, and still delivers the nostalgic punch they’re after.
Why This Matters for the Food Service Industry
Valentine’s Day LTOs aren’t new in the restaurant world, but Pizza Hut’s approach offers lessons for operators at every level. First, they’re meeting consumers where they are: on social media, engaging with content that feels authentic rather than overly produced. Second, they’re using celebrity partnerships strategically, focusing on personalities that align with their target demographic.
For pizza restaurants and quick-service concepts, this campaign demonstrates how holiday marketing can extend beyond traditional channels. The Heart-Shaped Pizza itself is a simple product modification (it’s still pizza, after all), but the presentation and marketing make it feel special and worth seeking out.
Restaurant marketing strategies in 2026 increasingly rely on creating shareable moments. Whether it’s through unique menu items, clever partnerships, or campaigns that spark conversation, the goal is to turn customers into brand advocates who amplify your message for free. Pizza Hut absolutely nailed that here.
How to Order Your Heart-Shaped Pizza
If you’re ready to follow your heart (shaped pizza), ordering is simple. The Heart-Shaped Pizza is available at participating Pizza Hut locations nationwide through February 22. You can order online at pizzahut.com, through the Pizza Hut app, or by calling your local restaurant.
Keep in mind that availability and pricing may vary by location, and there’s an additional charge for extra toppings and cheese. The pizza is only available on hand-tossed crust to maintain that signature heart shape.
The Verdict: A Campaign That Feeds Good Times
Pizza Hut’s mission is to “Feed Good Times,” and this campaign delivers on that promise in spades. It’s fun, it’s nostalgic, and it perfectly captures the spirit of Valentine’s Day without taking itself too seriously. Whether you’re a millennial who grew up with the Backstreet Boys’ posters on your wall or a Gen Z consumer who discovered them through TikTok, there’s something here for everyone.
For those of us in the food and beverage industry, this campaign is worth studying. It shows how heritage brands can stay relevant, how celebrity partnerships can be executed authentically, and how simple product modifications can create significant buzz when paired with the right marketing.
The Heart-Shaped Pizza will only be around until February 22, so whether you’re team Millennial hand-heart or team Gen Z, now’s the time to grab a slice. After all, as the Backstreet Boys taught us back in 2000, “You are my fire, the one desire”: and in this case, that desire is definitely pizza-shaped.
Looking for more innovative food and beverage trends? Check out our coverage of how restaurant marketing is evolving and explore the latest in menu innovation on Food & Beverage Magazine.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
