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“Better Ingredients, Better World, Papa John’s”

When the Party City promo launched, we approached another brand to see if they wanted to join in. Cause-related campaigns can be quite infectious. But no brand responded like Papa John’s did. They participated in #tacklehunger and then made “Papa John’s Cares” a core pillar of their business. Being an advocate for the community has really bolstered the company’s endeavors.
The embattled CEO of Papa John’s, John Schnatter showed a different side of his persona and these promotions helped endear him to a forgiving audience. These promotions also afforded Schnatter with the opportunity to move beyond his political attackers.
Facebook total video views
increase in engagement on social media

The Challenge

Papa John’s Pizza has been mired in negative publicity for quite some time. The bad press however wasn’t buzzing about their product, but rather because of some perceived bad political remarks made by the founder, John Schnatter. I was tasked with showing that “Papa John’s Cares” and I created a campaign to show that he really did care. Since I was already working on a major initiative with Party City, I felt bringing two large brands together would make for an even more substantial campaign.

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How Was It Executed?

We launched “Papa John’s Cares“. We would shift the focus away from the political attacks and partner with Party City to show a different side of Papa John’s. As the initial promotion was so successful, it led to future campaigns that garnered tremendous visibility. The main idea was to turn our existing and new fans into ardent brand ambassadors wherein they would feel so strongly about this campaign that they would defend the brand against the trolling that we knew would ensue.

The Execution: Using some of the most emotionally compelling images that I could find, I wanted to tug at the heart strings of people who could afford home delivery of pizza and let them know that there are millions of Americans who go hungry every day.

Check out the engagement level on these posts!

Salute The Troops!

Following the success of the #tacklehunger promotion, next up was a massive event to Salute the troops at Charlotte Motor Speedway in conjunction with NASCAR’s Coca-Cola 600. Schnatter invited over 10,000 troops to the race and entertained them to the NASCAR race and and awesome head-to-head race in his recently recovered Camaro. He had sold the car in 1983 to help save his father’s business in Indiana.

Schnatter also used the money to start his own company, which became the Papa John’s pizza chain. After searching for the car for years — and even offering a $250,000 reward at one point — Schnatter found it. So he used that Camaro to race Charlotte Motor Speedway President, Marcus G. Smith.


Takeaway Learned?

We were challenged to drive substantial traffic and engagement in a very, very, short period of time, for a very worthwhile cause involving some of the biggest brands and celebrity athletes in the world. Most agencies need weeks and sometimes months to execute promotions such as these. We confirmed that we can “out engage” just about any brand property. Since we ran this promotions hundreds of similar brands and organizations have used #TackleHunger to help millions of people around the world. And it started with just one Tweet.
in pizza delivered to hungry children
comments made in just 3 days
valuable brand impressions

What Do We Do?

Our team can run a campaign in any market in America. Very simply, we drive massive interaction with current and prospective customers in ANY geographic area. Down the street, or across the country, and we get them engaged with your business. Many businesses that we work with have advertising agencies that make and place their commercials. But those commercials don’t work on Facebook or Instagram. In fact, they serve to actually HURT your brand on those platforms. Our campaigns are also MUCH less expensive than traditional television, radio, or newspaper advertising. We eat them for lunch!

 We Build Promotions And Campaigns That:

  • Can Be Created And Up And Running In As Little As 48 Hours
  • Drive Substantial Brand Awareness
  • All You To Create Viable Custom Audiences For Ongoing Remarketing (you can’t do that with traditional media)
  • Stimulate Immediate Sales

And we do this for a fraction of what you’d pay for a local television, radio, or newspaper campaign.

 Digital Marketing Assets Used In This Promotion

  • Geo-Targeted Custom Audiences
  • Conversion Tracking
  • Lookalike Audiences
  • Custom Conversions
  • Video (1250×1250) / (1080×1920)
  • Facebook posts
  • Facebook Dark posts
  • Youtube
  • Twitter ads

We're Ready When You Are

It'll Be Like Nothing You've Ever Seen. We're That Confident!

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