• by Nina Lentini  @Nina_Lentini, April 1, 2008

A spokesperson for Pizza/Pasta Hut on Monday admitted to getting plenty of calls in response to a press release about a rebranding effort, many of which started out like this, "Um ... is this serious or what?"

In honor of April Fool's Day and to call attention to its new pasta line, the Dallas-based chain, "a fun-loving company," went all out, "rebranding" itself as Pasta Hut. The campaign is comprised of a full-page ad in USA Today, 15-second TV ads by BBDO/N.Y. during day and night parts, a Web site called newpastahut.com, restaurant banners and a new logo on the face of corporate headquarters in Dallas overlooking the Dallas Tollway.

"Pizza Hut Remakes Itself As 'Pasta Hut' With Introduction Of New Tuscani Pastas," headlined the press release carrying this subhead: "Chain Will Become World's Largest Pasta Company Overnight."

The new products, Tuscani Pastas, are being introduced in the stores today. A press conference held Monday morning drew the attention of local TV stations as well as international wire services such as Reuters, the spokesperson said.

Tuscani Pastas will come in Creamy Chicken Alfredo and Meaty Marinara. Both feature rotini pasta and a blend of sauce and cheese that is added to the pasta before it is oven-baked. Each three-pound serving of Tuscani Pastas costs $11.99 and includes five freshly baked breadsticks.

Tuscani Pastas can be ordered at newpastahut.com/, or through the company's newest method of ordering, Total Mobile Access, using text messaging or mobile web on a cell phone.