INSITE OOH Media Platform

With winter settling in and your calendar filling up with end-of-year plans, colder nights, and those “let’s order something” weekends, it makes sense that brands are leaning into comfort food again. And fortunately for fans of Papa John’s  the brand is back on the road with a new limited-time hero: the “BBQ Short Rib Pizza.” If there’s one thing we know to be true in food, everyone loves a comeback,and after its last big appearance around November 13, this one feels like a clear return to what Papa John’s does best: putting the product front and center, and letting the craving do the talking.

From the first glance, the billboard reads fast and clean because it’s built around a simple promise. The background is a deep Papa John’s green, and the top line leads with “NEW BBQ SHORT RIB” in large, high-contrast lettering, your eye then jumps straight to the pizza in the open box on the right, photographed close enough to show its texture and topping detail, and only after that do you land on the Papa John’s logo sitting on the left.

The billboard splits itself into two zones: information on the left, craving on the right. The pizza sits angled inside the box, with a lifted slice that gives you that instant “melt + pull” cue, while the left side keeps the message stacked and readable: “BBQ SHORT RIB,” then “PIZZA,” then the supporting line “THAT’S BEEF DONE BETTER.” Even the “NEW” tag is placed like a small stamp at the top, so it signals freshness.

The toppings look intentionally rich: chunks of beef, darker sauce tones, and cheese stretches that are all sitting against the warmer browns of the pizza box. There’s also a small supporting cluster near the bottom, such as sides, sauces shown as dark bowls, and a dip, which quietly reinforces the flavor direction: smoky, saucy, barbecue-coded. And that ties neatly into what the product actually is: a limited-time pizza built around tender, slow-cooked Brazilian beef short ribs, smoky BBQ sauce, and cheese on Papa John’s fresh dough. Basically, it's made for people who want something heavier and more winter-friendly than a regular pepperoni night.

The billboards have landed on Dubai's uni-poles in the first week of December.