Pizza
From October 16, Pizza Hut in Belgium will launch a pizza dedicated to El Chapo. The pie has ingredients characteristic foods of the Mexican culture. Photo: Getty Images

From October 16, a franchise of Pizza Hut will launch in Belgium a pizza named "El Chapo." The promotion of the new "Chapopizza" uses the elements of the narco culture in the posters.

The campaign, that uses skulls and adorned pistols, and carries a slogan that reads "Aye Caramba!" was made known through the chain’s Facebook account honoring the well-known Mexican capo Joaquin "El Chapo" Guzman Loera.

Pizza Hut EL CHAPO
It's unknown if Pizza Hut bought the rights to use the name of "El Chapo"? Photo: Facebook Pizza Hut

Described as "Mexican audacity," the pizza has ingredients used in Mexican cuisine, such as ground beef with spicy, nachos, chili, beans that rest on a bed of "Mexican" tomato sauce and is sprinkled with mozzarella cheese.

Although the company doesn’t use images of the druglord for promotion, it's possible to see a sketch that appears printed on the paper tablecloths that appear on the promo photos, and that explains who "El Chapo" is.

Chapopizza
Would you like to eat a portion of "El Chapo"? Photo: Facebook Pizza Hut

Since 2011, "El Chapo" is a registered trademark in Mexico, ranging from games, toys, Christmas decorations, gym items, to jewelry, leather, among others. It is unknown if the pizza chain purchased the rights.

In June of 2017 we learned that the drug lord will sue Netflix and Univision. According to Infobae, José Refugio Rodríguez, one of the legal representatives in Mexico of the leader of the Sinaloa Cartel arrested in New York, confirmed that his client will sue the streaming service and the network for using his name, story and image in the television series "El Chapo."

Since January 2017, "El Chapo" has been locked in a 20-by-12-foot cell, 23 hours a day. Guzmán Loera has pleaded not guilty to the 17 counts of which he is accused by the U.S. justice, which includes having run one of the largest drug empires in the Americas. Tentatively, the trial against him will begin on April 16, 2018.

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