How did brands merge culinary creativity and gaming culture to captivate their audiences?

Pizza Hut China’s partnership with Tencent’s Dungeon & Fighter: Origins brought gamers and food lovers together with an audacious creation: the Goblin Pizza. This limited-edition menu item, available for a brief time, became a viral sensation for its unique concept and bold flavors.

What Was in the Goblin Pizza?

Topping Centerpiece: A whole deep-fried bullfrog, styled to resemble a goblin, was the star of the show.

Creative Design: The pizza featured a red sauce base, fresh parsley, and “goblin eyes” crafted from boiled egg halves and olives, creating a playful yet eerie aesthetic.

Exclusive Perks: Pre-orders offered Dungeon & Fighter merchandise, blending gaming fandom with the dining experience.

Campaign Details

The Goblin Pizza launched for pre-orders from November 18–20, 2024, before becoming available to the public from November 21 to December 19. During this limited-time promotion, the pizza not only celebrated the game’s themes but also created a buzz across social media and news outlets for its bold design and unique flavor combination.

Why This Matters to Marketers

Campaigns like Pizza Hut’s Goblin Pizza showcase the potential of cross-industry partnerships to deliver unforgettable audience experiences. By blending gaming culture with innovative food design, brands can create campaigns that resonate with diverse audiences and ignite global conversations.

Gaming and culinary partnerships continue to offer brands unprecedented opportunities to engage with culturally attuned, digitally-savvy audiences. Connect with Mana to discover how your brand can bring groundbreaking collaborations to life.