The Idea:

As Papa John’s struggled to maintain itself at the forefront of Canadian consumer’s minds, I led a team to develop an awareness campaign to position Papa John’s as a fun, authoritative brand — an expert in all things pizza. 

Pineapple doesn’t belong on pizza? It does so. Don’t @ us.
Eat the crust first? You’re a monster. But we dig it.
Eat everything but the crust? Hey, you do you.

We crafted this award-winning campaign that took a strong stance on ‘controversial’ pizza opinions, igniting the passion of pizza lovers and Papa fans. The idea was to take consumers’ pizza behaviours and put them on display, with an underlying message that “However You Slice It,” Papa John’s supports your pizza habits. We paired these messages with fresh imagery that illustrated these pizza habits in loud overexaggerated situations to underscore the ridiculousness of the controversial statements (like dropping a whole pineapple on a pizza or dumping 5 litres of garlic sauce on a stack of pizzas).