Papa John’s Turns Pizza Night Into Pairing Night With Toy Story 5
Adding more value for its customers, Papa John’s offers yet another promotion through a unique out-of-home campaign, featuring its latest Papa Pairings menu with a roadside hoarding in collaboration with Toy Story 5.
Placed in front of a characteristic black background, the foodservice visual highlights three pizza pairing options with a very clear message. A witty illustration of food forms the heading at the top of the billboards, whereas the hero products are accompanied by the key benefit message – “Papa Pairings”, priced AED 25 per pair.
Through the Toy Story 5 film partnership, the ad uses nostalgia. Characters from the future film featured in the creative are familiar and draw people's attention, especially due to the time-limited offer. The chain further capitalizes on the collaboration by naming some items of its menu after toys from the film. Reach for the Pie, Sherif's Round Up, Space Ranger are the examples of the menu items named according to the film's story.
This is an attractive offer indeed as customers get a collectible item when buying two or more Toy Story 5 Special Pizzas AED 25 each. In order to create an exciting offer for both families and loyal customers, Papa Johns has combined an exclusive collectible with the accessible price point, stating "Order two or more Toy Story 5 Special Pizzas for AED 25 to receive a collectible souvenir."
The hoarding makes the offer obvious to people who are passing by. This is achieved through the large typography used together with the clean layout and enough negative space, which allows motorists to see in seconds such things as the menu that includes special items, their price AED 25, and collectible toys. Strategically placed on one of the busiest roads in Sharjah, the hoarding aims at reaching out to people during the very time that decisions are made about what to eat.
After their previous OOH campaign with the same strategy, Papa Johns uses a clear hierarchy, which allows consumers to understand the offer right away. The use of large fonts, minimum copy and enough blank space will help drivers quickly read the offer and get the price information and menu options.
In addition, the campaign is bilingual, which means that it speaks to all UAE residents and presents the offer in both Arabic and English. Attractively illustrated products are used to show customers the promise of the campaign, which is an easy and affordable meal made of pizza pairs. In doing so, the name “Papa Pairings” as well as its AED 25 promotion become more memorable.
The campaign coated Sharjah's hoardings in the first week of July.
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