Papa John's is heavily investing in its Papa Rewards loyalty program in the United Kingdom, including through a new four-week "customer acquisition program" boosted by more TV advertising.

According to The Drum, the company will give away free pizzas to customers who order during designated periods for a two-week timeframe. Papa John's plans to give away about 250,000 pizzas.

To communicate its Papa Rewards program, the company will use national and regional TV spots, radio, outdoor and online advertising. The program went live in late January, with 110,000 customers signing up in the first month.

Read more about customer experience and loyalty programs.

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