LOUISVILLE, Ky.—Papa John's will launch what it calls a "Pizza and Entertainment" campaign on May 3 with a promotion offering customers one of three DVD movies with the purchase of a large The Works or any other large pizza at the regular menu price.
According to a news release, the accompanying ad campaign features opera singers announcing, "Papa John's makes movies taste so good!"
Papa John's launch of this campaign signals a change in marketing direction and strategy for the company, the release said. The foundation of its strategy will include more new product news backed by value-added entertainment premiums for customers.
"The combination of Papa John's better pizza with a choice of three movies and approximately 60 million U.S. households equipped with DVD players is reason enough to bring 'pizza and entertainment' to our customers," Gary Langstaff, chief marketing officer of Papa John's, said in the release.
Three DVD movies will be available with the promotion, including: "Weekend at Bernie's," starring Jonathan Silverman and Andrew McCarthy; "Don Juan Demarco," starring Johnny Depp, Marlon Brando and Faye Dunaway; and "Trial and Error," starring Jeff Daniels, Rip Torn, Michael Richards and Charlize Theron.
A two-week national TV flight highlighting the promotion begins May 5, with local television and dedicated print media starting May 3. The DVD promotion is also offered to customers ordering Papa John's pizza online