WHO?

We needed to cook up a plan to capture the attention of the notoriously ad-averse Gen Z audience and raise awareness of a series of new Papa John’s product launches.

WHAT?

We knew that Gen Z required much more from their brand than simple offer based comms and a strong product. Our solution had to feel authentic, different to any other pizza brand and generate the kind of buzz that would see it find its place in social culture.

HOW?

So we binned traditional ad channels and tapped into the growing trend of Drop Culture by bringing together music and ‘collabs’ to create the world’s first fashion meets food collaboration of its kind. Enter the “Cheddar Drop.”

We teamed hip hop artist B-Zino with a world-famous Director and launched Papa John’s new pizza range like a Hip-Hop music launch, using all the visual cues and aesthetics you’d expect from this subculture. And like many Hip-Hop moguls, we created a range of collectible fashion merchandise – all featuring the Papa John’s logo.​