Papa John's invests in new loyalty scheme with TV, radio, outdoor and online advertising
In order to support its new loyalty scheme Papa Rewards Papa John’s Pizza is launch a four week long customer acquisition programme, with significant investment in TV advertising. The programme, running in two two-week bursts, sees everyone who orders during the periods receiving a free pizza, with Papa John’s preparing to give away up to a quarter of a million pizzas. “It is important to recognise the value of your core customers. Rewarding those most loyal to Papa John’s seems the obvious, and fairest, way to do this, so we created Papa Rewards,” commented Andrew Gallagher, director of marketing at Papa John’s UK. To spread the word about Papa Rewards, the company has booked four weeks of TV (national and regional), radio, outdoor and online advertising, with media planning and buying for the campaign handled by the7stars. Campaign creative was devised by Fox Kalomaski Crossing (FKC) and forms part of Papa John’s strategy to use the upsurge in customers to form the basis of growth throughout the year. Gallagher adds that the company is “investing heavily in media spend across the nation”. The rewards scheme has been live since late January and has already seen more than 110,000 sign up in the first four weeks. Already 3,500 pizzas have been claimed across England, Scotland and Wales. The first promotional period runs from Monday 25 February to Sunday 10 March. Customers are automatically credited the 25 points needed for a free large pizza of their choice the day after ordering, with the only condition being they must take their complementary pizza within the next fortnight.