Papa John's Pizza, Couture, and Music Equal Relevance

 

When it comes to handheld food for immediate consumption pizza comes to mind first for every generation of consumer. While restaurant chains work very hard to get their brand in front of their primary consumers Papa John’s may just have found the right note according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

In a unique, fashion, meets food, collaboration, the Papa X Cheddar campaign is a bold marketing departure for Papa John’s.  Enlisting big time director, Josh Cohen (known for his work with brands like adidas and Nike) and featuring an instrumental ‘Cheddar’ track from hip hop artist, B Zino.

The Papa X Cheddar campaign takes satirical cues from Gen Z street culture that are befitting of the brand’s urban footprint and customer base. Mouthwatering food content of the new cheddar pizza range is juxtaposed with fashion shots of models interacting with the pizza, whilst wearing a combination of authentic streetwear and original Papa John’s delivery driver uniform.

So, here is where this campaigns focus is so important it expands consumer focused interactive participatory messaging of the brand. The campaign also allows Papa John’s fans globally to shop the Papa X Cheddar pizza range in restaurant or online, but also shop the ‘cheddar look’ on global fashion marketplace, Depop. 

30 original items from the advertising campaign and customized items of deadstock delivery driver uniform will be available from 1 June on Depop at: www.depop.com/papaxcheddar.

In homage to pizza delivery drivers and their efforts as key workers over the last year, the Papa X Cheddar collaboration features authentic items of Papa John’s delivery driver uniform with an uncanny resemblance to both high street and high-end street wear.  Upcycled and customized visors, parkers, polos, and statement pieces, like an original delivery driver helmet, are amongst 30 hot items of clothing available on a first come first served basis from the price of a large pizza. 

Jo Blundell, International Marketing VP of Papa John’s stated: “This bold campaign where food meets fashion is a real departure for our marketing globally. Its satirical humour and references to Gen Z street collaboration culture nicely propels Cheddar back into fashion.  It’s a first for us but also for fans who can get their hands on both the collaboration’s pizza and exclusive items of delivery driver clothing.”

So, the new Papa John’s Cheddar range includes five new tasty pizzas where Cheddar gets star billing over mozzarella. The launch of the Cheddar range follows the Plant Love campaign from earlier this year, where Papa John’s increased the menu choice for flexitarian customers with more plant based or inspired products. How are you garnering relevance?  Partnerships work.

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information.