I got a flyer in the mail this week. One side contained a large Pizza Hut ad.
In two places the ad declares that a pizza with any crust you choose will cost $10. My first thought at seeing this ad from a distance was: I’m surprised they charge the same price for a regular crust pizza and a stuffed crust pizza. So I looked closer. Sure enough, the disclaimer is repeated twice, excluding stuffed crust pizzas from the deal.
This made me wonder how many types of crust Pizza Hut offers. I looked it up. They have four options: Hand-Tossed Style, Pan Pizza, Stuffed Crust, and Thin ‘N Crispy®. That means instead of having the choice of any crust for $10, you are able to choose from 75% of the crusts they offer for that price.
This might seem like a minor issue that has no value, but it is the sort of advertising that really bothers me. Writing an ad that suggests a promotion is all-inclusive when it only applies to 75%, then slipping in a micro-font disclaimer, is a violation of common sense and ethics.
I will not purchase anything from Pizza Hut in 2012 . (Hey, it’s a New Year’s resolution!)