It’s A Better Day
How do you turn around a brand after the founder says some hateful shit? You get new leaders. That's why we leveraged a lifelong fan of the brand. A man, a myth, a 7'1" NBA legend–Shaquille O’Neal. He became Papa John’s newest board member and franchisee, and helped spread our comeback message.
From Social
We tapped into Shaq’s massive social following to get the word out, reveal new menu items, and share funny skits starring the Diesel himself.
To Delivery
We sent Shaq undercover as a Papa John’s delivery driver to surprise real people and help the brand have fun again.
To Comeback
The turnaround campaign led to tons of press, the brand’s highest stock price in years, and the biggest sales day of 2019.