What: The official pizza sponsor of the NFL and Super Bowl LI launched a new brand campaign highlighting one of its most important ingredients: its people.
Why it matters: Super Bowl Sunday represents Papa John’s number one sales and delivery day.
Papa John’s kicked off its Pizza Family campaign yesterday for the upcoming Super Bowl LI, in Houston, by bringing together John Schnatter, Founder, Chairman, and CEO of Papa John’s International, football legend Archie Manning and 2017 College Football Playoff National Championship winning QB Deshaun Watson, to take fans back to his very first pizza-making days at Mick’s Lounge with a dough toss and pizza sampling. Participants also entered to win a trip to Super Bowl LII, as well as fans who use the hashtag #PizzaFamily on social media
On February 5th, the pizza company will air a 60-second TV ad on FOX, just hours ahead of Super Bowl LI. The ad shows Schnatter, joined by Papa John’s Team Members, telling the story of how the brand built its Pizza Family. The platform will also be used to launch the brand’s new logo, which for the first time features current Papa John’s Team Members alongside “Papa” John Schnatter.
The new logo will also appear on the a redesigned pizza box.
As a part of the brand campaign, Schnatter will also announce the launch of Papa John’s Halftime Heroes program, which recognizes Team Members who do anything special to embody Papa John’s core values.