Early 2016 saw the arrival of Papa John’s new ‘premium’ Hawaiian pizza as part of its Better Ingredients / Better Pizza philosophy. What was required was a strong national campaign that would not only promote the delicious new recipe and drive sales, but also significantly raise the profile of Papa John’s outlets within their local areas.
Step one was deciding on brand ambassadors who would be a natural fit for the brand. The perfect choice? Scarlett Moffatt (Gogglebox and recently crowned Queen of the Jungle in I'm a Celebrity…) and Ricci Guarnaccio (Geordie Shore).
Step two, a national and local PR campaign that involved the origination of uniquely drafted press communications for each of Papa John’s 250+ UK outlets, encouraging journalists to review the new recipe.
Papa John's most successful pizza launch ever
total reach / circulation, achieved from:
- National (and key regional) media coverage
- Positive reviews from journalists and target bloggers
- Widespread social media exposure through Scarlett Moffatt and Ricci Guarnaccio partnerships
…the opportunity of using the introduction of a new recipe to raise the profile of Papa John’s nationwide. The celebrity endorsement / blogger strategy fit perfectly, amplifying media coverage, social media exposure and encouraging consumer engagement, making this Papa John’s most successful launch ever.