Pizza Hut resurrects its most successful LTO for new ad blitzPizza Hut resurrects its most successful LTO for new ad blitz

DALLAS Pizza Hut will reintroduce Cheesy Bites Pizza in two TV commercials before the start of the Feb. 4 Super Bowl, with both spots containing a “hidden code” and one of them reprising actress Jessica Simpson’s role as product spokes-celebrity.

The ads, created by BBDO New York, will air throughout the day before the game. One ad shows people hearing a popping sound, which means the pizza is back. They form a herd and pursue the pizza through the streets. The second spot shows them running past Simpson, who’s on the red carpet at a movie premiere.

Both spots will contain what Pizza Hut is calling a hidden code, which viewers can text to a special number using their cell phones to qualify for a prize giveaway.

The chain debuted Cheesy Bites as a limited-time offer before last year’s Super Bowl. Simpson appeared in a spot singing a parody of Nancy Sinatra’s hit “These Boots Are Made for Walkin’.” Pizza Hut called the launch its most successful product introduction in the chain’s history.

The chain has more than 10,000 units worldwide and is a division of Yum! Brands. Sibling chain Taco Bell will advertise its new Carne Asada Steak Grilled Taquitos during the Super Bowl.