Cheddar Over Everything: Papa John’s Back on D/OOH
Papa John's International stock is rising amid this period of uncertainty. That’s not a coincidence; during harsh times, people tend to eat more to destress. It makes sense for the brand to continue running campaigns as usual rather than rethink its communication strategy.
They’ve appeared on OOH for the first time this year, introducing new pizzas to pedestrians across the UAE (following their last OOH campaign in 2025).
The New Cheddar Stuffed Crust DOOH, The mass awareness objective is clear: promoting the product’s point of difference (POD), highlighted in the tagline “Cheddar Over Everything.” This is reinforced by a visual of a slice being pulled away, with the cheese stretching and refusing to separate from the rest. It’s an appetite-enticing approach, a textbook move in the food service industry.
Three Pizzas and One Hoarding. They introduced the rest of the cheddar lineup on a hoarding along Al Ittihad Road. Unfortunately, the execution feels cluttered. It carries too much information for a passerby to process quickly.
The Uni-Pole Holds the Same Info, Without the Clutter. The same three pizzas appear on a uni-pole format, but this time in a more organized layout. The cleaner design makes it easier for fast-moving audiences to absorb the message.
Placements were brilliant; as they placed the campaign across some of the busiest locations in Dubai and Sharjah, a uni-pole in front of City Center Meaisem, a hoarding on AlIthad Rd., and a uni-pole in Taawon Street, Sharjah, to ensure maximum visibility and drive mass awareness.
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