Papa John’s


Promotional Pizza Boxes – 29,000 servicing 142,000 students
Poster Campaign – 50% off (February 2020)
Poster Campaign – (Spend £25 or more and get March 2019)

ClientPapa John'sServicesWelcome Boxes, Poster FramesYear2019


For freshers 2020, Papa John’s wanted to do something even more special than 2019: They wanted to sign up as many students as possible to their new online portal, with every student who signs up receiving a FREE medium pizza!

The Student Marketing Company distributed 200,000 mini pizza boxes as part of the annual Welcome Box campaign, as well as backing up the campaign throughout all available channels including poster frames covering every student hall from their portfolio that was within the catchment area for Papa John’s locations across the country.

The Student Marketing Company also distributed the offering to new sites that they didn’t have deals with, to maximise the reach.

The result: over 150,000 sign ups to date.


The Student Marketing Company has been working with Papa John’s since February 2019. We were challenged by them to get students interested in their student discounts to drive brand awareness and redemptions. Using our long-standing relationships with universities all over the country, we formulated a plan to help students engage with each other on their first day at university. We realised the idea of creating a custom-designed Papa John’s pizza box that we would distribute directly into student-shared kitchens before the new arrivals moved in.

We coined the slogan ‘Break The Ice Over A Slice’: this to encourage students to engage with each other, and in the knowledge that the majority of the youth market enjoy eating pizza (vegan options available!). After this success and phenomenal feedback from the campaign – from not only students but universities also – Papa John’s and The Student Marketing Company are now working together once again, and planning something even bigger and better; ready for the next coming academic year. Free pizza anyone…?

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