Pizza Hut is celebrating the Super Bowl's 50th anniversary by giving away pizzas covered in real gold.
The golden pizza is a special version of the recently debuted Stuffed Garlic Knots Pizza covered in US$100 (S$140) of edible 24-carat gold. The Yum Brands subsidiary sells the standard version of the new pizza for US$12.99 before tax.
"It's not every day that the Golden Anniversary of the Big Game is played in the Golden State, so we felt it was only appropriate to celebrate with a limited-edition Golden Garlic Knots Pizza," said Jared Drinkwater, Pizza Hut's vice president of marketing, in a statement.
Customers can win one of the 50 limited edition pizzas by either ordering a regular Stuffed Garlic Knots Pizza or emailing the PR team between 1pm and 5pm, ET, on Feb 7. Winners will also receive a $100 Pizza Hut Gold Card bringing the potential return on investment to US$212.99.
Pizza Hut has also drafted Golden Tate of the Detroit Lions as an honorary team member for this campaign. The promotion is limited to Texas, Ohio, Rhode Island, Mississippi, Georgia, Louisiana and West Virginia.
This is the latest promotional gimmick from the fast-food chain, which has been drumming up buzz around its experimental pizza boxes. Last year Pizza Hut broke its own sales record on Super Bowl Sunday after redesigning its website and app and revamping its menu to include trendier ingredients like sriracha and Peruvian cherry peppers.