Papa Johns

slice to meet you, i'm papa.

problem.
create two fully integrated marketing campaigns to integrate papa john’s locally in the western canadian market.

solution.
the launch of “alberta made dough” and “slice to meet you” campaigns in an effort to boost not only brand awareness, but brand reputation.

Client: papa johns
Website: papajohns.ca
Services: Branding, Development, Media Buys, Production, Social Media, Strategy

manifesto.

after urba had successfully created & run a social media programme for papa john’s, papa john’s approached urba to create two high engaging, efficient campaigns across out-of-home & digital while building resonating impact in western canada. the problems urba wanted to solve were:

brand image for papa john’s had become confusing as there was no more “papa john” at papa john’s

lack of awareness locally that the western canadian cooperative of papa john’s had strong local roots from making their dough in alberta and ensuring their mission of delivering better ingredients for a better pizza.

all while maximizing on budget and ensuring not only more brand awareness but a fix in brand image locally.

the result? one hyper-local campaign called “alberta made dough” with imagery surrounding around real alberta franchises slinging real alberta made dough and a trend-focused surrounding dad jokes called “sliced to meet you” to personify papa john’s as any dad.

this integrated campaign featured aggressive media placements in every local market papa john’s was in across super boards, digital boards, radio, verticle posters and super trains alongside a social media strategy across every big local influencer, food blogger & lifestyle blogger to create user-based content.

results.

– creation & growth of own branded social media account @papajohnsalberta
– over 110,000,000 paid media impressions and 24,000,000 bonus impressions for alberta made dough and dad jokes.
– elks red-zone radio sevens sponsorship messaging
– paid influencer campaigns resulting in over 700,000 local impressions across both campaigns
– affiliate program for university students in alberta which generated over 400,000 impressions and increase in online sales
– the creation of influencer marketing programme locally generating over 450,000 impressions in alberta
– the accumulation of over 2,300,000 unique people reached yearly through social media content while generating over 60,000 clicks.