We’ve all had days where we feel like we’re riding the “struggle bus”—and in those moments, is there anything that sounds better than pizza and a nap break?
Pizza Hut is making that dream a reality for college students this month. The brand’s newest marketing activation is, quite literally, a "struggle bus." The eye-catching mobile activation aims to be a literal interpretation of the term popularized by Gen Z and millennials to describe feeling frustrated, overwhelmed or burnt out. It first popped up at the Final Four games in New Orleans from April 2-3, before embarking on a month-long mobile tour that will culminate at the University of Georgia from April 28-29. 
The activation aims to be a literal interpretation of the term popularized by Gen Z and millennials to describe feeling frustrated, overwhelmed or burned out.Photo: Courtesy of Pizza Hut
“We’ve all heard people say 'I’m on the struggle bus today!' and can relate to that feeling,” said Pizza Hut's chief marketing officer, Lindsay Morgan, of the inspiration behind the tour. “The term has been popularized by Gen Z and Millennials on every social medium, often highlighting the humor of frustrating everyday life struggles. It felt fun and timely to bring them a cure to the common struggle in the form of a literal bus, as we’re always looking for unique ways to deliver what our customers want and need.”
Throughout the month, fans can hop on board to enjoy lounge areas, beds for power napping, interactive selfie stations, a soothing pizza-inspired meditation and, of course, plenty of Pizza Hut pizza. To curate the bus’s activities for each stop, Morgan explains that the brand did social media research and talked to some of its youngest consumers to learn what common, everyday life struggles they were dealing with. 
Fans can hop on board to find lounge areas, beds for power napping, interactive selfie stations, a soothing pizza-inspired meditation—and plenty of Pizza Hut pizza.Photo: Courtesy of Pizza Hut
“We also knew students would be in a totally different mindset as they were cheering on their team in the NCAA Final Four as compared to cramming for final exams, so we were cognizant to develop different programming elements personalized for these moments,” Morgan continued. For example: “At the Final Four in New Orleans, we offered a fun Pop-a-Shot basketball competition outside of the bus, and the interior was outfitted with plenty of soothing lounge areas to give people a respite from their action-packed weekend and a chance to recharge.”
And as the bus travels to Athens, Ga., later this month during exams week, it will host a live recording of the popular Betches “U UP?” podcast featuring comedian Jared Freid and Betches co-founder Jordana Abraham Marinelli.
“This will be a welcomed break for college students in the midst of cramming for finals offering lots of comedic relief,” Morgan explained. “The hosts are even setting up a 'HUT' line so their listeners nationally can call in with their latest dating struggles and get advice.”
She added, “The activation needed to be tailored to each stop to make the most impact—but at the end of the day this program, like everything we do, is about giving the next generation of pizza lovers what they want. In this case delicious pizza, a bit of a laugh and a good hang.” 
To curate the bus’s activities for each stop, Pizza Hut CMO Lindsay Morgan says the brand did social media research and talked to some of its youngest consumers to learn what common, everyday life struggles they were dealing with.Photo: Courtesy of Pizza Hut
For brands who want to reach the younger generations, Morgan advises heading online. “Our younger customers are increasingly online and to meet them where they are, we’re working on a lot of immersive digital events and experiences to embed the brand authentically on TikTok, Twitch and even in the metaverse,” she explained. “When it comes to non-virtual events, it’s critical to develop programs that still translate digitally and are extremely shareable. For the struggle bus, it needed to feel like a pop-culture moment that our youngest pizza lovers could engage with and share with friends across all social media platforms.”
GSD&M serves as the lead agency on the Pizza Hut Struggle Bus campaign, and Makeout is the production partner. Superjuice is the PR lead, while Spark Media is overseeing paid media for the program. 
"At the end of the day this program, like everything we do, is about giving the next generation of pizza lovers what they want," said Morgan. "In this case, delicious pizza, a bit of a laugh and a good hang.”Photo: Courtesy of Pizza Hut
