Papa john's - cheddar drop
Papa John's wanted to make their new cheddar cheese pizzas famous and desired around the globe amongst a Gen Z audience.
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We stole global fashion headlines by treating cheddar cheese just like any exclusive fashion 'drop'. We even created a bespoke set of limited edition merch on Depop to match. This was the first project for the client and its success led to us being the lead global agency for all new NPD launches.
For Gen Z, by Gen Z, this sattirical streetwear inspired launch stole the eyes and hearts of millions of young people globally as they all could relate to this simple and a little OTT fashion drop. Making cheddar cheese cool by replicating the looks, the music, video style and even the clothing.
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Collaboration was key as we brought together music video directors, photographers, fashion make up artists and stylists with an influential cast that gave every touch point an authentic feel.
Designed for social with kinetic text, social first edits, and bright graphic designs, the campaign popped and was easily adapted by local markets as part of a global rollout.
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Earned media was a key part of the campaign which created over 127 headlines in some places that you never thought cheddar cheese would be appearing. With Highlight PR agency, we created our own Papa John's x cheddar merch inspired by delivery driver streetwear chic and launched it on depop, just like any respectful Gen Z 'fashun drop' would do.
The campaign was so successful that a second burst of cheddar launched in year 2 and this time we needed a fashun twist that was just as fresh as the pizzas. We joined the NFT whirlwind and launched our very own NFT bags available when you bought any Papa John's cheddar cheese pizza.
