Most of us think Valentine’s Day is made for love. But the Tuesday before— dubbed Red Tuesday— is actually the year’s biggest day for breakups. So to launch Pizza Hut’s new Hot Honey pizza, we created a way to deliver spicy news in a sweeter way.

Goodbye Pies: the pizza that dumps them for you. You dodge the awkward conversation. They get a delicious pizza.

The campaign was covered by 1,652 media outlets, got over 7 billion impressions, and most importantly, ended 556 relationships in a sweeter way.