Building a global platform with local soul.
Influencer content with ALL the trimmings
Papa Johns wanted to drive organic talkability and buzz on social media about its Limited Edition Festive All through a far reaching, audience-relevant influencer partnership.
We took Papa Johns’ limited-edition All the Trimmings festive pizza and dropped it right into the heart of British Christmas dinner debate. Because sprouts are always a bone of contention…but on a pizza? Partnering with Gen Z popular, reality TV star Chloe Burrows, we tapped into seasonal food traditions and playful public opinion to ask: do potatoes belong on pizza? Is cranberry drizzle a festive win? Should sprouts ever feature on a pizza? The campaign brought the brand into real-world conversations that mattered to its audience
A giant slice costume complete with sprout earrings and a gravy mayo fascinator is not your average food promo. Chloe’s laugh-out-loud vox pop video was a fresh, earned-first idea that cut through the festive clutter. The campaign didn’t just talk about Papa Johns’ pizza but got the nation talking about their Christmas loves and likes in a really watchable way.
We even got Chloe singing on the streets, inspired by the simultaneously run paid ad campaign which saw a Papa Johns delivery drivers singing carols for customers, with a pizza twist. Every element of the festive campaign worked together to drive buzz. Chloe’s channel with 1.8M followers became the launchpad for the earned content before behind the scenes and bloopers appeared on Papa Johns owned channels to keep the conversation going. The cranberry drizzle on the pizza project? West End creator Hannah Lowther happened upon the content shoot and appeared in the content with Chloe, sharing her very own video with her 1.5m followers.
The campaign built on Papa Johns’ growing reputation for bold, seasonal flavours and playful marketing. By turning a limited-edition menu into a public debate, we created a story that could evolve from vox pop to social conversation to media coverage, keeping the conversation going throughout the festive period.
