Papa John’s didn’t air an advert throughout Tremendous Bowl 58, however the pizza chain did deliver its advertising crew to Las Vegas for a Tremendous Bowl-themed stunt: delivering a pizza value $58,000 to 2 sweepstakes winners, a shock that concerned baking pretend cash into the crust.
At a Las Vegas Papa John’s location simply off the Strip, The Martin Company and Papa John’s advertising leaders together with head of brand name Jaclyn Ruelle have been readily available to supervise the baking course of and seize footage.
The stunt is a part of Papa John’s dedication to celebrating pizza tradition—one of many massive adjustments to its technique in 2024. Final yr, it tapped a brand new CMO from MOD Pizza, Mark Shambura, and in December he instructed ADWEEK that he needs to speak to customers much less and join with them extra.
“We’re on a brand new run,” Ruelle stated. “We’re working to get extra of that youthful fan base, these Gen Zers, introduced in. That is actually about engagement.”
Contained in the $58,000 pizza supply
Papa John’s common supervisor and TikTok influencer Jacob Bartoli was there, too. Bartoli works in one of many model’s Florida franchises, and his pizza-making movies have attracted 641,000 followers on Instagram and 815,000 on TikTok.
To enter the $58,000 sweepstakes, Bartoli took to social channels to encourage prospects to go to the Papa John’s Vegas Model Pizza web site. There, they might enter the sweepstakes by signing up for the model’s Papa Rewards program.
PepsiCo and Venmo have been additionally concerned within the stunt. To obtained further entries, prospects might order considered one of Papa John’s Epic Stuffed Crust pizzas, add a Pepsi product to their order, or choose to pay utilizing a Venmo account. The model’s new partnership with Venmo permits prospects to pay with the app at any of its places within the U.S.
Bartoli invited followers to enter the model’s Vegas Model Pizza sweepstakes between Feb. 2-9. Then on Tremendous Bowl Sunday, he confirmed up on one Las Vegas winner’s doorstep, alongside Las Vegas Raiders defensive finish Maxx Crosby, at hand off the pizza in a bedazzled field.
“It’s not your common pizza field. It’s acquired gems and the whole lot that’s type of synonymous with Vegas. We blinged it out, basically,” Ruelle stated.
Two folks received the $58,000 (obtained by way of Venmo), whereas one other 58 prospects throughout the nation obtained $58 in Papa John’s loyalty forex, Papa Dough.