Advertiser: PAPA JOHNS
Agency: PUBLICIS PERU
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertising campaign: SLICE OF LOVE
Production Director: Antonio Sarria (Patria)
Senior Copywriter: Carlos Banda Saravia (Publicis Peru)
Worldwide Creative Director: Erik Vervroegen (Publicis Worldwide)
Executive Creative Director: Jose Razuri (Publicis Peru)
Copywriter: Juan Carlos Mendoza (Publicis Peru)
Copywriter: Luis Delgado (Publicis Peru)
Executive Producer: Pierina Ravizza (Patria)
Director: Milovan Radovic (Patria)
Producer: Raquel Becerra Rivas (Publicis Peru)
Art Director: Javier Morales (Publicis Peru)
Art Director: Gustavo San Cristobal (Publicis Peru)
Director: Patricia Exebio (Exebio)
Relevancy
Promotions usually are for increasing sales, this promotion was created for help. 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. We understood that a pizza was perhaps not the healthiest meal. But maybe it could make a child smile.
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 Johns can´t solve the poverty but can do something with this situation.
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 to the children who have nothing to eat on the streets. When the people call to delivery pizza, we invited to participate in the Slice of love movement. We use the customer’s box and replace the donated slices with shape of a heart, so instead of make them feel that they have two slices less they will feel proud to help. Then the delivery guy as bring a heart shape box with this two slices to the kids on the streets.
Outcome
Since we started: * 75% of our clients ordered pizza and gave a slice to the kids on the streets. * that’s 255 average pizzas per day.