Papa John's: SLICE OF LOVE

Credits & Description:

Advertiser: PAPA JOHNS
Agency: PUBLICIS PERU
Category: Consumer Services
Advertising campaign: SLICE OF LOVE
Production Director: Antonio Sarria (Patria)
Producer: Raquel Becerra Rivas (Publicis Peru)
Art Director: Gustavo San Cristobal (Publicis Peru)
Copywriter: Juan Carlos Mendoza (Publicis Peru)
Copywriter: Luis Delgado (Publicis Peru)
Executive Producer: Pierina Ravizza (Patria)
Senior Copywriter: Carlos Banda Saravia (Publicis Peru)
Composer: Daniel Ruiz-Gonzalez "bongo" (La Sound Facktory)
Worldwide Creative Director: Erik Vervroegen (Publicis Worldwide)
Art Director: Javier Morales (Publicis Peru)
Executive Creative Director: Jose Razuri (Publicis Peru)
Director: Milovan Radovic (Patria)
Director: Patricia Exebio (Exebio)

Outcome
Since we started: * 75% of our clients ordered pizza and gave a slice of love to the kids on the streets. * That’s 255 average pizzas per day,

Brief Explanation
We wanted to encourage people to help kids who live on the streets and have nothing to eat and show our customers that we want to help. The objective was to make this help in an easy way, and make our workers and customers proud by doing something for these kids.

Client Brief Or Objective
Nearly 60% of children in Peru under 11 years of age are extremely poor. About 6550 children work in the streets of Lima. Many of them live alone on the streets. They usually have nothing to eat. and NGOs are not always there, to provide for them. Papa John’s can´t solve the poverty but can do something with this situation, we can’t continue delivering pizzas to our customers without seeing what’s happening in the streets.

Implementation
We created an action named "Slice of Love", in which customers who requested a pizza by delivery were able to donate two slices of their own order. We thought it was really important that all the people involved in this work felt like they were putting their heart on this. Thinking on the customers we design a box that instead of showing the absence of their slices became the proof that they have a big heart. Then, thinking on the production chain we design a heart shaped box so the guys in Papa John’s felt like they were sending a heart with two slices of pizza inside. At the end the kids received this gift in a simple and beautiful way.