Papa Johns

Must-have Halloween accessory

To drive demand for Papa Johns Halloween range, we put a spooky spin on the brand’s successful track record in merch drops. Bringing together two fan favourites – Papa Johns iconic Special Garlic Sauce and Stranger Things S4.

Our Role

  • Generate buzz to keep Papa Johns front of mind at Halloween 
  • Reinforce the brand’s Better Ingredients. Better Pizza ethos 
  • Secure campaign participation from franchise operators globally   

Our Approach

We immortalised Papa Johns Special Garlic Sauce as ‘Stranger Bling’, harnessing the mythical powers of garlic and silver to create a protective necklace.   

To unveil Stranger Bling, pendants and Halloween pizzas were seeded with UK and international media and influencers, spanning Asia, the Middle East, Europe and LATAM. 

Upweighted Spanish activity saw Highlight co-ordinate its local agency partner to amplify via an in-store influencer masterclass and VIP pizza mailers.  

A hype-building teaser film to showcase Stranger Bling craftmanship was shot and included within a marketing campaign toolkit, housing all multi-channel assets needed for local deployment.

Our Results

  • 475 pieces of international coverage, OTS: 1.46b 
  • Featured across Elle, Glamour, Conde Nast Traveller and more
  • Pendant seeded with radio and TV stars, inc. Perri Kiely 
  • Stranger Bling sold out, fans registered interest for another run 
  • Brand social engagement up, followers vied to win Stranger Bling