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Papa Jones Campaign
I created a campaign using Ai
The Main Big Idea
Tagline / Theme - “Pappaa! Pizza Please!”
("Papa ko Papa Khilao! Better Ingredients, Better Pizza!")
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.
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Tonality & Personality: Fun, nostalgic, emotional, Quirky, Hinglish tone, sweet and playful
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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:
X- Meme amplification
WhatsApp-Shareable sticker packs and video forwards for papa
​Instagram & YouTube Shorts-Gen Z’s native platforms
Content buckets
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Pappaa! Pizza Please!
Gen Z creators convincing their dads to try Papa John's that include awkward dad jokes, dramatic reactions, emotional moments.
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Dad Roast Night (Live IG)
Gen Z roast their dads with pizza jokes “Papa thinks pineapple on pizza is edgy.”
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Pizza Ke Baap
Dad swirling sauce like wine, rejecting pineapple, folding NY slices
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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.
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Papa’s Spotify Playlist
A playlist with tracks like: “Slice Slice Baby” , “Cheesy Rascal”, “Tandoori Tango”
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Which Pizza Papa describes your dad!
Saucy Papa, Cheesy Papa, Overbaked Opinions Papa, Malai Makan Papa, Garlic Dip Addict, Pineapple Gatekeeper
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Papa’s Pizza Advice
Wise quotes from dads: “Cheese kam mat bolna. Zindagi mein risk lena padta hai.”
Viral Content Series Ideas:
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Guess the Price, Papa! (Dads guess prices of pizzas vs local food)
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Dad vs Pizza Blind Taste Tests
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Papa Reacts To Gen Z Lingo While Eating Pizza
Viral Reels:
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How my papa eats pizza
Slow eating, ketchup mandatory, odd combos, folded slices, indian spices as seasoning
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Before & After
My dad 2 mins before pizza vs 2 mins after
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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:
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The Great Papa Panel
Real dads, real reactions in a roundtable pizza tasting show
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Pizza Pe Charcha
Storytelling sessions between generations
over a slice
Hybrid Activations
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Bring Papa to Papa’s” In-Store Offer
Come with your dad get a BOGO freedeal or special Father’s Day combo
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“Papa Level” AI Pizza Evaluator
Upload a pizza photo, AI scores it out of 100
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0-49: “Chintu Level”
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50-79: “Almost There, Beta”
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80+: “Papa Level Pizza”
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Conclusion“Only Papa John’s gets a 100.”
Users can chat with an AI dad for pizza recommendations Get random dad jokes + coupon codes
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Missing Papa Posters (OOH)
Physical posters in major cities: “Missing: Last seen at @papajones he was holding garlic sauce.”
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​Execution Plan:
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Pre-Buzz:
Memes, AI bot teaser, Papa quote posters
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Launch (Father’s Day Week):
UGC, Papa Picks, pizza drops, OOH events, AI bot launch
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Post (Week 2-4):
Reels push, Collabs, Papa Playlist, Papa Picks deals promoted
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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
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.