And Kate, when I've been having conversations about audio and creativity across the course of this podcast, we talk about jingles, and every single time, the Pizza Hut 90s jingle comes up, and this new work introduces Is it, is it a new piece of sonic identity at the very end, which is really distinctive and kind of hearkens back to that, but feels new and fresh? Why did this feel like important work to also show up in, in a, in an oral sound way?

So again, as you think about all the assets and like we talk about the pizza category, right? It's quite a commoditized category now.

And so the level of distinctiveness that's required to make sure we're not doing a category job, we're doing a brand job.

It was, you know, I kind of went and looked at the grid of like, what's the most distinctive brand assets and how do we make sure that we're building assets that are really clearly of and can be clearly connected to Pizza Hut.

going forward.

And so we had kind of a list.

And one of my big ones, again, coming back to the system one work and all of that is the sonic asset and the importance of the sonic asset.

Are you emboldened to kind of push further in some channels precisely because you know that your media budget has to work harder?