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Papa John's debuts reality TV-style ad campaign
May 4, 2009
LOUISVILLE, Ky. -- Twenty-five years ago, "Papa" John Schnatter sold his 1972 Z28 Camaro to buy equipment for his first pizzeria in his hometown of Jeffersonville, Ind., near Louisville, Ky.
As Papa John's celebrates its 25th anniversary, Schnatter has been reunited with his beloved Camaro as part of a new ad campaign.
The ads – shot over a two-day period throughout Louisville by Papa John's advertising agency, Z Group – feature Schnatter personally delivering pizzas in a replica of his Camaro and being welcomed into real customers' homes. No paid actors were used in any of the footage.
In addition to the TV spots, the "Papa's In the House" campaign will include a new Web site, banner ads featuring the Camaro, Facebook, Twitter and YouTube integration, boxtoppers and a special offer for the "Founder's Favorite" – Schnatter's favorite pizza topped with sausage, pepperoni and a six-cheese blend.
Later this month, Schnatter will embark on a nationwide road trip behind the wheel of the Camaro to meet personally with Papa John's employees and customers. Customers can log on to the campaign's Web site to see photos and videos of Schnatter's adventures and see which cities he'll be visiting.
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