Brands
Pizza Hut flips the script as crust becomes the cheesiest star yet
MUMBAI: If you thought pizza was all about the slice, Pizza Hut has officially flipped that idea on its head quite literally. In one of its boldest innovation pushes yet, the brand has launched Ultimate Cheese, a first-of-its-kind crust upgrade that shifts the spotlight to the edge of the pizza, complete with a molten Cheese Crown baked right into it and 2X the cheese overall.
The result? A crust so indulgent that Pizza Hut wants you to start eating from the crust first, a reversal of pizza tradition that sparked the cheeky, highly visual campaign “Flip To The Cheese”.
The campaign takes the question the brand began with how do you make pizza even cheesier, younger, and more ownable? and turns it into a nationwide marketing stunt. And true to the name, Pizza Hut flipped everything: its Instagram grid, display picture, bio, even the account name. The flip spilled onto the streets, with billboards and entire stores turning upside down to match the new ritual.
Influencers kicked off the chaos, teasing followers with “What gets better when you flip it?” before revealing the gooey new Cheese Crown. The campaign even birthed its own anthem, sending social media into a playful frenzy of people literally flipping their world for that first cheesy bite.
Festivals weren’t spared either Pizza Hut dropped quirky short films encouraging consumers to “flip” their festive traditions as well, adding a cheesy twist to celebrations.
Calling it one of their most daring creative moves, Pizza Hut India chief marketing officer Manish Guptaa said, “Flip To The Cheese is one of the quirkiest campaigns we’ve ever done. It piques curiosity and gives consumers a fun new ritual. It celebrates the joy of pizza by encouraging people to enjoy the Ultimate Cheese Crust as much as the slice itself.”
Conceptualised by Havas Creative India, the campaign is backed by a full 360-degree marketing plan PR, influencers, outdoor, in-store activations, and immersive experiences.
Havas Creative India managing director & chief creative officer Anupama Ramaswamy added, “This wasn’t just a campaign, it was a hook. Flip To The Cheese transformed the product innovation into an iconic ritual, built on the insight that everyone loves that first cheesy bite.”
With 890plus Pizza Hut restaurants across India serving the Ultimate Cheese crust for dine-in, delivery, and takeaway, the brand is calling this not just a launch, but a full-blown flip revolution.
Cheese lovers, prepare to turn your pizza around your first bite will never be the same again.
Brands
Lululemon picks former Nike executive to be its next chief
Heidi O’Neill, who helped grow Nike into a $45 billion giant, will take the top job in September
CANADA: Lululemon has found its next chief executive, and she comes with serious credentials. The athleisure giant named Heidi O’Neill as its new CEO on Wednesday, ending a search that has left the company running on interim leadership since earlier this year. O’Neill will take charge on September 8, 2026, based out of Vancouver, and will join the board on the same day.
O’Neill brings more than three decades of experience across performance apparel, footwear and sport. The bulk of that time was spent at Nike, where she was a central figure in one of corporate sport’s great growth stories, helping take the company from a $9 billion business to a $45 billion global powerhouse. She oversaw product pipelines, brand strategy and consumer connections, and played a significant role in shaping how Nike spoke to athletes around the world. Earlier in her career, she worked in marketing for the Dockers brand at Levi Strauss. She also brings boardroom experience from Spotify Technology, Hyatt Hotels and Lithia and Driveway.
The board was unequivocal in its enthusiasm. “We selected Heidi because of the breadth of her experience, her demonstrated success delivering breakthrough ideas and initiatives at scale, and her ability to be a knowledgeable change and growth agent,” said Marti Morfitt, executive chair of Lululemon’s board.
O’Neill, for her part, was bullish. “Lululemon is an iconic brand with something rare: genuine guest love, a product ethos rooted in innovation, and a global platform still in the early stages of its potential,” she said. “My job will be to accelerate product breakthroughs, deepen the brand’s cultural relevance, and unlock growth in markets around the world.”
Until she arrives, Meghan Frank and André Maestrini will continue as interim co-CEOs, before returning to their previous senior leadership roles once O’Neill steps in.
Lululemon is betting that a Nike veteran who helped build one of the world’s most powerful sports brands can do something similar for an athleisure label that has genuine love from its customers but is still chasing its full global potential. O’Neill has done it before at scale. The question now is whether she can do it again.
