In December, Papa John’s wrapped up its agency review, selecting The Martin Agency as its creative AOR and Dentsu Media’s Carat as its media partner. It worked with the consultancy Pile & Company on the four-month-long review.
The pizza stunt is some of the brand’s first work with The Martin Agency. Its entire activation happened on the ground, since it eschewed airing a Super Bowl ad during the game.
The Martin Agency came up with the idea.
“We are not a Big Game advertiser this year. But we wanted to be a part of the conversation about pizza. A captive moment like Super Bowl, where we know people are going to be at home glued to their TVs, is a good delivery and ordering moment,” Ruelle said.
Papa John’s revealed its content on Super Bowl Sunday across all its social channels, including Instagram, Las Vegas franchisee Facebook pages, TikTok and X.
More spots are slated to run this spring. Ruelle declined to give away too much about the work, but explained that the upcoming creative work is about bringing the pizza to life for consumers.
“It doesn’t always need to be a top-down shot or the cheese pull,” she added. “I think it’s melding more of those human moments into the pizza-eating occasion to deliver more of an experience.”
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