Papa John's World Cup Campaign

The Brief

Papa John’s wanted an ambush campaign that would capture the imagination of both football followers and mainstream audiences during the 2018 FIFA World Cup in Russia, without the use of an official sponsorship.

Our Response

SportQuake identified Sky Sports stars Chris Kamara and Jeff Stelling as the perfect duo to lead the Papa John’s World Cup campaign, by bringing their on-screen relationship into an everyday living room scenario.

Kamara, known for his excitement and hilarious gaffes on Soccer Saturday, was used as the calming influence during the campaign which aimed to demonstrate pizza can calm an anxious nation during World Cup fever.

The tagline Keep Calm And Kammy On was created by SportQuake’s in-house activation team as the overarching campaign slogan

Execution

SportQuake put together the shoot for Papa John’s in which TV and radio adverts were recorded. The adverts were rolled out across all channels including TV, radio and social media – as well as Papa John’s stores across the country.

Services used: Negotiation, Research & Insights, Activation & Measurement.

Marketing Campaign: TV Advertising, Video Content, Social Media Content & Strategy, Radio, Influencer Marketing & Point Of Sale. 

Results 

Papa John’s became part of the World Cup conversation and placed their 'Keep Calm And Kammy On' message around key areas of the tournament – specifically around England games. Kamara and Stelling worked extremely well as on screen duo and cemented a presence for Papa John’s during an extremely cluttered four weeks.

Chris eats Papa John's pizza
Chris and Jess behind the scenes
Jeff waving arms behind the scenes
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