4 brands embrace the darker side of Valentine’s Day: Who did it best?

(Photo credit: Pizza Hut, used with permission)
(Photo credit: Pizza Hut, used with permission)

Pizza Hut, Who Gives a Crap, Tinder and Hop Wtr’s campaigns are far from romantic.

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Breaking up via pizza? Making toilet paper out of old love letters? 

These actions don’t exactly scream Valentine’s Day. But not everyone has something to celebrate on February 14 and some brands are acknowledging that by embracing the darker side of the holiday.

Four brands are running Valentine’s Day 2024 campaigns themed around exes and breaking up. 

Pizza Hut

Did you know 45% of people agree it’s better to break up before Valentine’s Day?

Well, the holiday is fast-approaching. So, if you are one of those people, and ready to pull the plug, Pizza Hut wants to help make the whole ordeal less awkward. 

The pizza chain has created Hot Honey Goodbye Pies to help “deliver spicy news in a sweet way for free,” according to a release from the chain. The delivery will include Hot Honey pizza inside custom packaging that leaves a space on the top for the break-upper’s name to be added.

Mischief @ No Fixed Address, the social AOR for Pizza Hut, is supporting this campaign.

Who Gives a Crap

Toilet paper brand Who Gives A Crap has launched the Flush Your Ex initiative, calling on singles to finally get rid of old love letters or cards they’ve been holding on to, which will then be turned into toilet paper made out of sustainable, 100% recycled materials.


Do you regret that tattoo of your ex’s name? First, what were you thinking? Second, Tinder has partnered with tattoo studios around the country to cover-up select singles’ art that reminds them of a former flame.

The Ink Twice promotion is running until February 16.

Hop Wtr

Singles, do you ever get that urge to text your ex, particularly on Valentine’s Day? Hoppy water brand Hop Wtr has a solution: the DNT TXT lockbox, to help keep your phone under lock and key on February 14. 

Each lockbox comes with a 12-pack of Hop Wtr’s Ruby Red Grapefruit.

Multiply is supporting this campaign. 

Which brand did it best: Pizza Hut, Who Gives a Crap, Tinder or Hop Wtr? Take PRWeek’s poll

This story first appeared on PRWeek U.S.

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