Remember a few weeks ago when topics like girl dinner and girl math were the talk of TikTok? Those trends have since faded, but Pizza Hut is doing its part to bring them back. The restaurant chain enlisted TikToker Anna Sitar for an influencer marketing campaign centered around the girl math concept.
In the video that spawned the girl math meme, creator Sam James quips that “anything under $5 feels like it’s pretty much free.” Pizza Hut expanded that concept by launching a campaign in which it argues that the $7 items on its Deal Lover’s Menu are cheap enough to quality as girl math purchases.
To drive home its point, Pizza Hut turned to Sitar, who stars in girl math-inspired videos distributed through a customized landing page. Sitar, who has used her fast-paced, quippy style to attract more than 12 million TikTok followers, shares her own girl math declarations while eating pizza. “Technically speaking this is work expense,” Sitar says, “because I’m a work-in-progress. Girl math.”
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@annaxsitar um did i just girl boss while girl mathing pizza hut’s new $7 deal lovers menu items? yes i did ur welcome #PizzaHut_Partner @Pizza Hut ♬ Swing – Amber Echo
Pizza Hut’s girl math push also features Saturday Night Live cast member Ego Nwodim. The campaign includes participation from RQ Agency, which also worked on the Hut’s record-breaking collaboration with Eric ‘Airrack’ Decker.
Numerous brands are attempting to latch onto TikTok trends in hopes of reaching the platform’s highly engaged audience. Panera Bread tried a similar strategy when it debuted a Roman Empire menu filled with items you “can’t stop thinking about.” Panera moved quickly to capitalize on that viral fad, but Pizza Hut’s response to girl math was much slower. Some have argued that the chain’s new campaign missed its moment and only arrived after girl math became tiresome.
Sure, Pizza Hut’s timing might be a bit cringe. But isn’t that kind of the point? Brands can get wins by inviting criticism on social media. Let’s call it TikTok math.
