Papa John's wanted to entice the large bilingual San Antonio consumer to promote their new pizza toppings. The solution was puro San Antonio.
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
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Papa John's is consistently ranked among the nation's top pizza companies. From their signature sauce and premium toppings to their original fresh dough and even the box itself, the company is committed to delivering the finest quality pizza at the best prices.
To increase their market share in Alamo City, I collaborated with Papa John's franchise owners to understand their challenges and strengths. Together, we explored opportunities to get their products top-of-mind with San Antonio consumers.
The team and I developed an omni-channel solution comprised of online videos, TV spots, social media posts, online ads, and in-store graphics.
The theme we landed on that resonated with the owners and we believed with land with the general public was "Puro San Antonio." The term fuses Spanish and English, a perfect fit for the city's large Hispanic majority. Puro San Antonio is an adjective used to describe, highlight, or identify any action, attitude, or object that is unique to and symbolic of San Antonio. We wondered how we could take the familiar term and use it for our purposes.
Honking your horn when the Spurs win a championship? Puro San Antonio.
Everybody but you driving like a goober because of a little drizzle? Puro San Antonio.
Papa John's Cheeseburger Pizza? Puro San Antonio? No, Puro Pizza Time!
We now had our rallying cry.
PAPA JOHN'S
I worked with my team to ideate and produce 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 tastings during popular San Antonio events like Fiesta. Everything was tagged under #puropizzatime, a tag that resonated with the area's large Hispanic market.
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