Papa John’s also won the award for the Best Online Marketing Campaign at the recent Franchise Marketing Awards, which recognises the industry's most innovative and effective marketing campaigns; plus the company has also been named as the winner of the best Sports Sponsorship up to £750K at the UK Sponsorship Awards 2015.
"The Football League is the world’s original League football competition and in its 125th anniversary year it was a great time for us to join forces," confirms Andrew Gallagher, Papa John’s marketing director.
"A significant amount of thought went into the sponsorship campaign and how it could support and benefit our franchisees. It created a great connection with football fans and established awareness with key customer groups. We are delighted to be recognised for our industry best practice in this way."
Papa John’s took to social media to engage with fans across the country to assess what type of offer they would like. The results saw ‘Score Twice Half Price’ go top of the league with 71% of the votes. The promotion enabled fans to order half price pizzas if their team scored twice in a match. The Score Twice Half Price offer was supported by an integrated talkSPORT campaign which saw the deal promoted both on air and online, as well as via Football League clubs’ social media channels.
The Papa Marketing Awards described the campaign: "Association marketing is a challenge but Papa John’s pulled out all the stops with this stand-out campaign. The humour, visual impact and choice of partnership aligned wonderfully and the bottom line impacts were impressive. A fine case study for marketers everywhere."