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Pizza pick me ups for fatigued festi-goers
After spotting a spike in Papa Johns pizza sales on the last day of Glastonbury festival, the brand sought to capitalise on the post festival munchies with a tactical, fame driving moment.
We tapped into a real-world insight: festival-goers crave comfort food after a weekend of mud and music. Following a spike in Papa Johns sales at the local store on the final day of Glastonbury 2023, we knew there was an opportunity to meet tired, hungry fans where they were. By offering free pizza in exchange for a Glasto wristband, we turned a cultural moment into a brand moment.
Trading a coveted Glastonbury wristband for a slice of pizza? That’s a bold move. The campaign flipped the script on traditional giveaways, turning a festival badge of honour into a ticket to indulge. It was cheeky, unexpected, and perfectly timed, giving Papa Johns a fresh way to join the post-Glasto conversation.
We combined fresh research and sales data to supercharge PR outreach to drive awareness and participation. The story was seeded through national and regional press, while Papa Johns’ simple meme style social content directed fans to the offer via link in bio. Every element worked together to maximise reach and redemption.
This wasn’t just a one-off stunt — it was part of a broader strategy to position Papa Johns as the pizza brand that shows up for its audience in the moments that matter. By connecting with festival culture and post-event rituals, we created a story that could evolve year-on-year, festival x festival.
