Papa Jones Campaign
We created a campaign using Ai
Positioning: A warm, witty, emotionally resonant campaign, Gen-Z way of expressing love, not through gifts or big gestures but through food, memes, and forced taste-tests.
Tonality & Personality: Fun, nostalgic, emotional, Quirky, Hinglish tone, sweet and playful
Overarching Theme: To get India’s papas to try Papa John’s. One slice at a time - through reels, reactions, emotional blackmail and food.
Platforms to target:
TX- Meme amplification
Instagram & YouTube Shorts-Gen Z’s native platforms
WhatsApp-Shareable sticker packs and video forwards for papa
The Main Big Idea
Tagline / Theme - “Pappaa! Pizza Please!”
("Papa ko Papa Khilao! Better Ingredients, Better Pizza!")
Content buckets
Pappaa! Pizza Please!
Gen Z creators convincing their dads to try Papa John's that include awkward dad jokes, dramatic reactions, emotional moments.
Dad Roast Night (Live IG)
Gen Z roast their dads with pizza jokes “Papa thinks pineapple on pizza is edgy.”
Pizza Ke Baap
Dad swirling sauce like wine, rejecting pineapple, folding NY slices
Breaking News Reports
“Papa missing in Bandra.” Sources say: “He left without finishing his tea!” CCTV footage of dad entering Papa John’s
Even Papa choses Papa
Influencers & users blind-tasting pizza with dads, Dads say which is better without knowing brand.
Papa’s Spotify Playlist
A playlist with tracks like: “Slice Slice Baby” , “Cheesy Rascal”, “Tandoori Tango”
Which Pizza Papa describes your dad!
Saucy Papa, Cheesy Papa, Overbaked Opinions Papa, Malai Makan Papa, Garlic Dip Addict, Pineapple Gatekeeper
Papa’s Pizza Advice
Wise quotes from dads: “Cheese kam mat bolna. Zindagi mein risk lena padta hai.”
Viral Content Series Ideas:
Before & After
My dad 2 mins before pizza vs 2 mins after
Papa Reacts To Gen Z
Lingo While Eating Pizza
Guess the Price, Papa! (Dads guess prices of pizzas vs local food)
Dad vs Pizza Blind Taste Tests
Viral Reels
How my papa eats pizza
Slow eating, ketchup mandatory, odd combos, folded slices, indian spices as seasoning
Papa get’s the score
Dad enters the living room as family fights over pizza. He silences them, takes a slice. Family=0, Papa=1
Long-Form IP Ideas:
The Great Papa Panel
Real dads, real reactions in a roundtable pizza tasting show
Pizza Pe Charcha
Storytelling sessions between generations over a slice
Come with your dad get a BOGO freedeal or special Father’s Day combo
Hybrid Activations
Bring Papa to Papa’s” In-Store Offer
“Papa Level” AI Pizza Evaluator
Upload a pizza photo,
AI scores it out of 100
0-49: “Chintu Level”
50-79: “Almost There, Beta”
80+: “Papa Level Pizza”
Conclusion“Only Papa John’s gets a 100.”
Users can chat with an AI dad for pizza recommendations Get random dad jokes + coupon codes
Missing Papa Posters (OOH)
Physical posters in major cities: “Missing: Last seen at @papajones he was holding garlic sauce.”
Execution Plan:
KPIs
Social Media Reach: 60M+ in 3 weeks
Engagement: 10M+ (likes, shares, comments)
UGC Submissions: 50,000+
AI Bot Interactions: 100,000+
Redemption of Offers: 1.5 Cr worth coupons used
Influencer Videos: 100+ creator assets
Post (Week 2-4):
Reels push, Collabs, Papa Playlist, Papa Picks deals promoted
Pre-Buzz:
Memes, AI bot teaser, Papa quote posters
Launch (Father’s Day Week):
UGC, Papa Picks, pizza drops, OOH events, AI bot launch
Final Recommendations
Own Father’s Day each year with this as an annual property Keep the AI bot alive year-round with new personas (Nani Bot, Chacha Bot) Expand campaign to schools and colleges with bonding offers (daughter’s treat papa week, etc.) Push Papa's Picks as a recurring, seasonal combo strategy
Conclusion
“Pappaa, Pizza Please!” makes a global brand feel hyper-local and emotional It’s a campaign that speaks to every Indian household, yet connects GenZ as well It opens up a repeatable content format (e.g., for Rakhi: “Bhai, Please!” or “Mummy, Taste This!”) Taps into a unique cultural duality of Papa = Father = Papa John's It's a bridge between old-school taste and new-school craving. Let's give India a pizza moment that every generation can bite into.
