On 17 August 2020, a tweet was sent from the Gymshark account to Pizza Hut. While unusual for the fitness brand, at first glance, the question was simple enough:
“hey @pizzahutdeliver u up? how’d you feel about @BenFrancis1992 delivering one last pizza? you know for old times sake” [sic].
To the outsider, it’s nothing more than an attempt at a humorous online exchange, an example of the social media nous the British brand is so good at. Dig a little deeper, though, and the tweet becomes a victorious statement of celebration from the brand. Eight years ago, you see, its founder, majority shareholder and chief marketing officer Ben Francis was earning £5 per hour delivering pizzas for his local Pizza Hut.
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