Why “BOOK IT! Summer of Stories” Might Be One of the Most Important Corporate Campaigns of the Year
Pizza Hut is officially stepping into the spotlight as a champion of childhood literacy — and whether they’re doing it out of goodwill, branding strategy, or some mix of both really doesn’t matter. What matters is that kids will be reading books this summer… and that’s a win for all of us.
Beginning June 1, the revitalized BOOK IT! Summer of Stories™ program will allow children from Pre-K through 6th grade to set monthly reading goals and earn one free Personal Pan Pizza® per month — all tracked through the newly launched BOOK IT! mobile app. It’s a smart modernization of a beloved program, one that recognizes the power of nostalgia while meeting modern families where they are: on their phones, managing a million tabs of summer chaos.
But this initiative isn’t just cute or clever. It’s timely. And in a moment when books are under attack and public education is constantly on the chopping block, Pizza Hut’s decision to lean back into literacy is an example of corporate responsibility worth cheering for.
A 40-Year Tradition of Reading and Rewards
Pizza Hut’s connection to reading isn’t new — it’s actually part of the company’s DNA.
Launched in 1984, the original BOOK IT! Program was created by Arthur Gunther, a Pizza Hut executive and father who wanted to foster his child’s reading skills during the school year. What started as a small idea in Kansas quickly spread nationwide, becoming one of the most widely recognized school-based reading incentives in the U.S. Throughout the ’80s, ’90s, and early 2000s, millions of students across America participated.
The goal was simple: Read a set number of books, fill out your reading log, and boom — that shiny Personal Pan Pizza certificate was yours. It was one of the first programs that turned learning into a personal achievement, and many kids’ first taste of “earning something” outside of a classroom grade. According to Pizza Hut, over 14 million students now participate in the BOOK IT! program annually through schools and homeschool networks. [source].
Now, with the Summer of Stories campaign, that legacy gets a tech upgrade — and with it, a renewed opportunity to protect a tradition that’s under threat.
When Libraries Are Under Attack, Every Book Counts
In recent years, we’ve seen a troubling surge in book bans and censorship across the U.S., particularly targeting schools and libraries. In 2023 alone, over 3,300 unique book titles were challenged or removed, the highest number ever recorded by the American Library Association. [source].
Many of these efforts are backed by conservative political movements, with states like Florida, Texas, and Missouri becoming hotbeds for educational censorship. Books about race, gender identity, and social history are often first on the chopping block. And with the Trump-aligned faction of the Republican Party continuing to stoke fear and division, public institutions — especially schools and libraries — are constantly under threat of funding cuts or ideological interference.
That’s why programs like this matter. A summer reading program from a pizza chain isn’t going to solve America’s literacy crisis. But it can be a defense mechanism. It gets books in kids’ hands. It gets families to care about reading outside of the classroom. And it subtly reinforces the value of self-guided education in a world where free thought is being politicized.
Nostalgia That Nourishes
Ask anyone who grew up with the original BOOK IT! program, and they’ll likely smile. That was certainly the case for me — and for my fiancée.
We both remember reading our way to free pizza. For me, it was the ultimate flex. I wasn’t the fastest reader in class, but I had a secret weapon: non-fiction sports biographies. I couldn’t finish “Harry Potter and the Goblet of Fire” to save my life, but hand me a book about Michael Jordan or Jackie Robinson, and I’d finish it in two days flat.
Non-fiction became my sanctuary. It was where I found my role models. And in hindsight, it was where I learned how real people overcame real problems — a lesson that would prove more valuable than any talking wizard or fantasy realm.
For many kids, reading competitions were their first experience of achievement outside of athletics or academics. Pizza Hut gave us a reason to keep reading when summer brain fog kicked in. And now, they’re doing it again — with a modern twist.
Why It’s Not Just About Pizza (But the Pizza Helps)
Incentivized learning isn’t a new concept, but it’s often misunderstood. Critics argue that extrinsic rewards like pizza take away from the “pure joy” of reading — but let’s be honest: kids need structure and incentives. Especially in the summer.
The average American child spends 4 to 6 hours per day on a screen, and that number often spikes during school breaks. [source] With fewer summer camps and dwindling library hours due to budget cuts, the opportunity to engage kids in healthy cognitive activities is shrinking.
Pizza Hut’s app-based program offers an easy, parent-friendly solution. You download the app. Set a goal. Track reading. Get rewarded. There’s even room for families with multiple children to track goals individually. And the beauty is, the books themselves can be customized — fiction, non-fiction, comics, poetry. Whatever your kid connects with.
A Call to Action for Every Grown-Up
If you’ve got kids — sign up. If you don’t have kids, sign up your nieces, nephews, godchildren, your neighbor’s kids. Do it for the child you once were — the one who couldn’t wait to hand that certificate to the Pizza Hut cashier like you were cashing a check.
It’s easy to be cynical in today’s world. Yes, this is a corporate campaign. Yes, it will probably help Pizza Hut’s brand awareness and maybe even bump their summer sales. But that’s fine. We can root for the outcome, even if the motive isn’t entirely altruistic.
Because if a 40-year-old pizza chain can nudge just one more kid into discovering a love for books this summer — or give one stressed-out parent an easy win — then it’s a campaign worth celebrating.
To learn more or sign up for the program, visit bookitprogram.com.
Let’s get our kids off screens, back into books, and maybe — just maybe — falling in love with reading all over again.
And hey, pizza doesn’t hurt either.
Here’s another article I wrote about Ice cream > https://mouthpiecephx.com/why-breyers-smores-ice-cream-makes-sense/
