Papa John's wanted to entice the large bilingual San Antonio consumer to promote their new pizza toppings. The solution was puro San Antonio.
Deliverables: ideation, design, and creative direction
Papa John's is consistently ranked as one of the nation's top pizza companies. Whether it's their signature sauce, quality toppings, original fresh dough, or even the box itself, the company ensures they always give their customers the finest quality pizza at the best prices.
Papa John's San Antonio wanted to increase their marketshare in the Alamo City. I worked with the PJ's team to understand their challenges and their strengths to explore opportunities that could help get their products top-of-mind in and around San Antonio.
I worked with my team to ideated and produced TV spots that would run during peak viewership on specific nights. In addition, we developed a social media strategy that included Instagram and Facebook posts, along with Snapchat geotagged experiences during pop-up Papa John's samplings as well as popular San Antonio events like Fiesta. Everything was posted under the #puropizzatime hashtag. This tag resonated with the area's large Hispanic market.