Fireaway, the UK’s fastest-growing pizza franchise, has announced a new partnership with Call of Duty ahead of the release of the biggest Black Ops ever, Call of Duty®: Black Ops 7 on 14th November. Through the collaboration, Fireaway is set to challenge the way people think about taste, perception and reality.
The partnership brings together two brands known for pushing boundaries: one through fearless flavour innovation, the other through innovative gameplay. Together, Fireaway and Call of Duty: Black Ops 7 will blur the lines between what’s real and what’s perceived – and in Fireaway’s case, proving that your brain bites first.
At the heart of the collaboration and for pizza lovers lies a bold question: how much of taste is decided before the first bite? Through upcoming experiences and content, Fireaway will explore the science of flavour perception – from how sight, smell and sound influence what we think we like, to why our brains often trick us into avoiding the very tastes we might love.
As the first taste of what’s to come, Fireaway will launch a limited-edition Tokyo Hijacked Pizza – a flavour collision inspired by Black Ops 7’s cinematic world. Available from Tuesday 4th November across all Fireaway stores nationwide, the pizza combines a tomato base, mozzarella cheese, crispy chicken tenders, chilli flakes, raw fresh chillies, crispy onions, and a duo drizzle of Teriyaki sauce and Kewpie mayo.
It’s a recipe designed to look familiar but taste like nothing you expect – a perfect embodiment of the collaboration’s central idea that flavour, like reality, is open to interpretation.
Dr Jack Lewis, author and renowned neuroscientist, commented: “Flavour is a multisensory illusion. What you see, smell and hear changes what you think you taste. This partnership plays with that science – showing people that the real chef behind every bite is their brain.”
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To further reward fans, every purchase of the limited-edition Tokyo Hijacked Pizza, or any of the dedicated Black Ops 7 bundles (Teriyaki Chicken Tenders, Teriyaki Wings, Solo Black Ops 7 meal deal or Co-Op Black Ops 7 meal deal) will unlock bonus in-game items in Call of Duty: Black Ops 7. These digital rewards include a bespoke player Calling Card, a decorative Charm, and an Emblem for your profile – plus a Double Weapon XP Token to accelerate load-out progression.
George Whiting, Head of Marketing at Fireaway, added: “This partnership is a big moment for the Fireaway brand and enables us to play into our roots where authentic pizza meets bold flavour innovation, creating moments that are about more than just pizza, but also about perception. The Black Ops franchise is known for psychological trickery and we’re embracing that – this time when it comes to flavour. Taste doesn’t just happen on the tongue; your brain decides what you love before you even take a bite. We wanted to bring that idea to life in a way only Fireaway can.”
With teaser content now rolling out across Fireaway and Call of Duty channels, fans can expect more in the coming weeks as the partnership continues to unfold – pushing the limits of perception, taste and imagination.
