January saw Papa Johns team up with NBA legend turned entrepreneur and endorser Shaquille O’Neal (Shaq) promote the pizza brand’s ‘Epic Stuffed Crust Pizza’ and ‘Flavourful Papa Bites’ complete with a Shaq-sized chocolatey-twist in the form of an Oreo partnership.
The value-focused campaign, which introduces ‘Oreo Cookie Papa Bites’ (made with Papa Johns’ signature fresh-never-frozen, six-ingredient dough stuffed with Oreo cookie crumbles), was created in harness with agency Camp + King and features the hoops star’s fictional family which includes Uncle Shaq, Cousin Shaq, Teen Shaq, Shaq’s real-life mother Lucille and Shaq himself.
The hero spot, supported by a set of social assets and in-restaurant initiatives, promotes the innovative new chocolate addition to Papa Johns’ menu to Papa Rewards loyalty members, Shaq fans and all pizza and Oreo’s lovers for the start of 2023.
OREO® Cookie Papa Bites are here pic.twitter.com/D7TXUD4nVN
— Papa Johns Pizza (@PapaJohns) December 28, 2022
“We are thrilled to bring Shaquille O’Neal back to showcase our newest innovation, Oreo Cookie Papa Bites – a fun, sweet snack that is perfect to be shared, as illustrated by the Shaq-sized family,” commented Papa Johns Chief Marketing Officer Anne Fischer.
C+K Creative Director Jason Whitehead added: “After seeing the incredible amount of social engagement around this year’s Shaq-a-roni comeback, we knew we had to continue the momentum and give Papa Johns and Shaq fans even more of what they love. Fans will just have to keep their eyes peeled to see what’s next from the Shaq family and Papa Johns.”
The campaign was created for client Papa Johns Chief Marketing Officer Anne Fischer, Media Manager Jeff Hagen and Head Of Brand Jaclyn Ruelle by a team at agency Camp + King which included Chief Creative Officer Roger Camp, Creative Directors Jason Whitehead and Kelly Kennedy, Associate Creative Director Jon Northrop, Director Of Production Garrett Delorm, Executive Producer Charlie Ferraye, Producer Amy Guzman, Managing Director Kristin Barbour, Brand Manager Rachel Feigelman, Brand Manager Maddie Koning, plus Chief Strategy Officer Jamie King and Strategy Director Lisa Sobilo.
Production was by Hungry Man US with Director Amir Farhang, while post production and VFX was handled by Creative Technology and music and sound by One Union.
Comment
This brand extensions is another example of Papa Johns sports-linked marketing approach as well as its commitment to innovation.
This January 2023 campaign follows on from October 2023’s Papa Johns’ ‘Shaq-a-Roni’ campaign promoting the brand’s largest pizza pitched as being ‘Big Enough To Feed A Shaq-Sized Family’.
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