Papa Johns UK Unveils Bold Brand Relaunch With ‘Devoted to the Dough’ Campaign

Papa Johns in the UK has launched a new ad campaign focused on the company’s devotion to the dough, informing customers that the previously bland pizza base is getting a bit of seasoning.

In a press release announcement, the international pizza chain revealed that the company is beginning the second part of its business transformation with an exciting brand relaunch centered on its new creative platform, “Devoted to the Dough.” This is a significant consumer-facing milestone in Papa Johns UK’s ongoing campaign to demonstrate its commitment to quality pizza.

This platform will shape the brand’s future outputs, including marketing, public relations, social media, and beyond. In a competitive but expanding market, the platform portrays Papa Johns as the pizza delivery brand with excellent ingredients and a passion for pizza baking.

“At Papa Johns, we’re devoted to the dough — crafting high-quality pizza and putting passion at the heart of everything we do,” said Rebecca Carroll, marketing director at Papa Johns. “The goal of our new creative platform is to communicate our commitment to superior products at a great price, whilst breaking down any perception barriers with non-customers. This is rooted in key consumer insights, with taste, quality, and value as our top priorities.”

Carroll continued: “We’ve worked closely with our agency partner Bicycle who share our passion, drive, and hunger to challenge the status quo. Their ‘Big Dough Energy,’ creativity and strategic thinking has made them the ideal agency to help us relaunch the brand in a way that truly stands out.”

According to the press release, the “Devoted to the Dough” campaign will feature “striking pizza moments and real customer interactions” through a blend of engaging TV spots, digital content, and interactive social media experiences. Combining a touch of nostalgia with modern creativity, the campaign will emphasize the brand’s commitment to high-quality ingredients, expert craftsmanship, and the pure enjoyment of pizza.

Papa Johns Now Recognizes the Importance of Local Ads

Meanwhile, back in the States, the corporation has stepped up efforts to regain space in the pizza industry.

Early in 2024, Papa Johns shifted its focus to a glitzy new campaign dubbed “Back to Better 2.0,” possibly following the same technique that had transformed competitor Domino’s Pizza’s fortunes years before.

Under the supervision of then-CEO Rob Lynch, who has since left the position to lead upmarket burger chain Shake Shack, the company planned to devote all ad budget to national-level campaigns. Operators would contribute to these efforts with the expectation that a large national investment would bring business to all areas.

Ignoring the local spend, however, had a considerable negative impact in the end. Todd Penegor, Lynch’s successor as CEO, remarked on the campaign’s results.

“We made local optional,” Penegor said. “All the co-ops went away. And not having the co-ops to be able to put the franchise community together in the communities that we serve, have the company sitting around the table is a big mess in a business that is a very regional business, especially pizza being so localized.”

Calling the shift to an exclusively national focus a “big miss,” Penegor quickly took action to correct Papa Johns’ marketing mistake.