Papa John’s new global campaign turns a pizza shop into a pizza party

Papa John’s launches its latest music-inspired global marketing campaign in the UK today. After taking fashion cues for its successful Papa X Cheddar campaign, Papa John’s has turned to music to launch its new Fresh Soul range—pizzas so packed full of big flavours that they make the soul sing again.

The new global campaign created by Atomic, London and Highlight PR, is inspired by the universal power of music to uplift the soul and spirit and will run across the UK and EMENA, plus Latin America and Asia later in the year.

The campaign film opens on a Papa John’s store, which transforms into an intimate party with DJs on the decks, up and coming British neo-soul artist BaggE bringing the tunes, and a small group of friends sharing the good times with the new, delicious Fresh Soul range.

The party then comes to life via the House of Papa—the venue for the world’s first global pizza party on 29 September.

Serving up performances from BaggE and three other independent artists selected by NME, at an intimate London music venue, and broadcast live via reunited members of the ByteSquad TikTok collective and NME’s Instagram. After party highlights will also be posted on the NME website from 5 October, to continue the good times with good pizza.

ByteSquad members Shauni, Jake, Em and Loz will be reuniting as the ByteSquad for one night only, to get the party started with other UK and international TikTokers participating virtually, broadcasting the party live as the first coordinated global TikTok house party of its kind.

Giles Codd, senior director of marketing for Papa John’s UK, comments: “Music is a universal power for good so it’s great to see the party we started in our global marketing campaign film come to life for everyone to enjoy in both the UK and worldwide, after the missed social experiences of the last 18 months.”

“Given our global audience, we’re pleased to be partnering with the music powerhouse that is NME as well as the ByteSquad TikTok house to bring good times to one and all – in celebration of the big soul singing flavours of our new Fresh Soul range.”

Katy Sumption, ECD at Atomic London said, “We loved the idea of transforming a Papa John’s into a retro record store full of flavours that make your soul sing. Our audience have been deprived of get togethers and live music for so long and we wanted to encapsulate that celebratory feeling that we can all finally share.”

Papa X Cheddar director, Josh Cohen, known for his work with brands like adidas and Nike, returns for this latest Papa John’s global campaign film, alongside music producers, Brother Music, and singer BaggE, who together created the campaign’s ‘Fresh Soul’ track.

“Thanks to the collective reach of NME, ByteSquad and Papa John’s, it’s an amazing opportunity for myself and emerging NME talent to have our music promoted on a global scale via the House of Papa. Here’s to good music and good times again!” adds campaign artist and neo-soulstress, BaggE.

Papa John’s new Fresh Soul range includes two flavour-packed, BBQ-inspired pizzas and a delicious BBQ beef loaded potato tots side dish, available to order by visiting PapaJohns.co.uk or use the Papa John’s app.