Insight
Papa John’s is a leading pizza chain with takeaway restaurants across the UK.
The brief: “We’re supporting Save the Children’s Christmas Jumper Day. We need a PR and marketing campaign that will help us boost brand profile, maximise sales in the very busy lead-up to Christmas and help us achieve our fundraising target of £250,000.”
Implementation
To link the campaign’s main themes of Christmas Jumper Day and driving sales of pizzas in the lead-up to Christmas, an experiential food and drink PR campaign was devised to tour the country. The tour needed to create head-turning moments, sampling opportunities and raise awareness of Papa John’s Pizza and the fundraiser.
TNS research was employed to discover the UK’s favourite pizza in the run-up to Christmas. The nation’s favourite pizza would be unveiled, but it would be made of woolly jumpers to celebrate Christmas Jumper Day!
Four locations were chosen for the tour to ensure maximum opportunity to see: Manchester Arndale Centre, Edinburgh Waverley Station, Bristol Temple Meads Station and London Waterloo. The nation’s favourite pizza was also sampled at each location.
Alongside the stunt, a jumper amnesty box was placed for passers-by to donate unwanted jumpers to Save the Children.
A tour of the nation’s favourite pizza to each of the region’s media was also organised to help boost publicity about the stunt and jumper amnesty.
Links with celebrities, such as CITV’s London Hughes, and stars of pantomime, such as John Thompson, all supported the campaign via jumper donation and photo opportunities.
Impact
The campaign raised over £265,000 – smashing its target!
The campaign gained national press coverage for client’s sponsorship of the event.
We gained top celebrity endorsement.
Developed a head-turning stunt that gave an opportunity for passers-by to trial food.
Campaign won a CIPR PRide GOLD award!
If you need help with your food and drink PR, please contact us.
“The woolly pizza proved to be a very simple idea that created impact and relevance for our support of Save the Children’s Christmas Jumper Day. Thanks Big Wave PR for understanding our needs and coming up with a creative solution that created head turning moments for 100,000s of people.”
