Papa Johns targets Gen Z in new global campaign

The campaign also kicked off the brand’s Slice of Happines campaign.

Papa Johns is targeting Gen Z in its new global campaign starring its category-first New York Style Pizza.

The campaign shines a light on the range's hero item – New York Style Pizza – a category – first launch for Papa Johns, as it becomes the world's first pizza brand to launch the most authentic New York pizza experience beyond the Big Apple.

Billed as Papa Johns' most shareable dining experience yet, the Share It Big range is brought to life through a vibrant backdrop, eye-catching Gen Z cultural cues and a dynamic campaign track that repeats the lyric 'I'm a big deal', in reference to Gen Z's desire to go big in every aspect of life.

The film opens with a hand emerging from inside a Papa Johns' box, holding a pizza slice, before multiple sets of hyper-stylized hands gather to share big pizzas and sides, culminating in a dramatic stand-off for the final slice.  

The hands also show viewers three tried and tested techniques for the thin and oversized New York Style Pizza slices, including the 'inside out fold', 'fold in half' and 'pizza wallet' methods.

The launch of the Share It Big range also marks the return of Papa Johns' annual Slice of Happiness campaign, which sees the brand donate slices of pizzas to charities and good causes worldwide, through its Hungry for Better brand mission.

Amid growing food insecurity issues worldwide, Papa Johns aims to double last year's donations and provide up to two million pizza slices to local organisations, generated via purchases of qualifying pizzas.