After his now-famous hateful comments, the founder of Papa John’s was dismissed from the company. The brand then brought in new leadership and launched internal programs to promote diversity. But they needed a way to show the public that real change was being made. So, we leveraged a lifelong fan of the brand, Shaquille O’Neal, who became Papa John’s newest board member and franchisee, and helped spread our comeback message, “It’s a Better Day at Papa John’s.”
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.
We sent Shaq undercover as a Papa John’s delivery driver to surprise real people and help the brand have fun again.
The turnaround campaign led to tons of press, the brand’s highest stock price in years, and the biggest sales day of 2019.