PIZZA, BUT WITHOUT THE CRUST

Papa John’s Papa Bowls 2024 Creator Campaign

As the lead creative strategist for Papa Johns’ 2024 relaunch of Papa Bowls, I took full ownership of the influencer campaign designed to reposition the product after its initial launch in 2022. My role involved sourcing the right creators, briefing them on the brand's vision, and ensuring the content aligned with the "New Year, New Meal" messaging. The aim was to showcase Papa Bowls as a flavorful, guilt-free alternative to traditional pizza, focusing on their low-carb appeal while maintaining the indulgence of premium toppings.

To drive home this message, I identified influencers Kate Norkeliunas and Kate Steinberg, both of whom were perfect fits for the campaign due to their relatable content and strong connection with audiences. I worked closely with each creator, briefing them on the product's key attributes and how it aligned with New Year resolutions, focusing on feeling good without the guilt of carbs. Together, we crafted authentic content that highlighted the benefits of the bowls, positioning them as a satisfying yet healthier option.

Before the January launch, I carefully reviewed all creative outputs to ensure they met the strategic goals of the campaign. The influencers' content on platforms like TikTok and Instagram reflected the fun, engaging, and flavorful nature of the Papa Bowls while staying true to the Papa Johns brand. Their content successfully bridged the gap between a pizza-loving audience and health-conscious consumers, helping to drive buzz around the relaunch.

Featured in: QSR Magazine, PMQ Pizza, FoodSided