(Press Release) VAUGHAN, ONTARIO, Aug 01, 2012 — If you were given a mystery envelope and asked to keep it sealed, would it make you want to open it even more? What if you learned that you would be rewarded for not opening it?

In today’s instant gratification society, Pizza Hut is tempting Canadians with the mysterious Don’t Open Me challenge. Between now and September 3, 2012, Pizza Hut visitors will receive a prize winning envelope with a simple set of instructions: Don’t Open Me until September.

Do good things really come to those who wait? In this case, yes! Every envelope is a winner, but only if it stays sealed until September when it’s returned to a dine-in Pizza Hut restaurant and unlocked by a Pizza Hut manager.

“Research has proven that there is a circuit in the human brain that gives us the ability to say no to immediate gratification if it means holding off for a bigger reward,” says Beverley D’Cruz, Director of Marketing at Pizza Hut Canada. “The fun part will be seeing how many Pizza Hut fans actually can! Don’t Open Me debuted, and was a smash hit in the UK, which is why we’re bringing it to Canada. The question we have for Canadian pizza lovers – are you better at waiting for reward than those in the UK?”

About Don’t Open Me

Every envelope is a winner! There is more than one million in available prizes including home entertainment systems, gift cards, food prizes, travel vouchers and one grand prize 3/4 a dream family vacation for four!

Envelopes are being distributed with the purchase of any Pepsi(R) beverage at dine-in Pizza Hut locations between now and September 3, 2012. They can only be unlocked by a Pizza Hut manager between September 4 and October 31, 2012 at any dine-in Pizza Hut location.

For more information and contest details visit www.PizzaHut.ca .