Papa John’s adds hemp to menus in UK, Russia
The new product launch is being supported with an integrated marketing campaign, in association with independent nutritionists and media personalities.
Papa John’s says it is now the first global chain to put hemp seeds on the menu.
In a media release, the pizza franchise announced the launch of new limited-edition Hemp Sticks in the UK and Russia.
Handmade using Papa John’s’ six-ingredient dough, the Russian Hemp Sticks recipe uses a garlic sauce and a sprinkle of shelled hemp seeds, whilst the UK recipe swaps the garlic sauce for garlic butter sauce and also includes mozzarella.
The new product launch is being supported with an integrated marketing campaign, in association with independent nutritionists and media personalities, aiming to “drive consumer trial[s] of hemp seeds by debunking popular misconceptions.”
PR, social media and paid media promotion will also be deployed in both markets.
“With the launch of Hemp Sticks, Papa Johns has become the first global QSR brand to make superfood hemp available to all. Premium, innovative ingredients are the very core of our pizzas, so Hemp Sticks will offer pizza fans a new way to enjoy our iconic breadsticks and help to dispel some of the misunderstanding surrounding this 100% legal, delicious seed,” Papa John’s vice president of international marketing Jo Blundell.
