Leading pizza franchise, Papa John’s, is encouraging football fans to ‘keep calm and Kammy on’ with its unbelievable meal deal promotion running throughout June and the first half of July.

Papa John’s has teamed up with fun-loving and usually over-excited football commentator, Chris Kamara, or ‘Kammy’, to bring calm to the nation during the tournament by deflecting the attention to pizza.  Pizza is set to be the calming influence during the World Cup as viewers gather on sofas across the country to share in the highly emotional and greatly anticipated tournament.

The campaign spans social, instore activity, radio and TV, the latter of which features Chris Kamara and fellow pundit Jeff Stelling soaking up the football action in the living room. With their usual camaraderie, which is widely recognised by football fans, they re-enact typical scenarios that will be found on sofas everywhere during tournament.  With roles reversed, it’s Jeff’s turn to take centre stage as he becomes emotionally charged during the match, only for Kammy to become the calming influence as he is more engaged with the ‘unbelievable’ Papa John’s pizza deal.  

The campaign was a joint collaboration between design and creative agency Cygnus and the leading independent sports marketing agency, SportQuake, who worked closely with Papa John’s on the strategy to select the right football ambassadors and create a narrative for Papa John’s during the World Cup.

Cygnus Creative Director, Jamie Rayner explained: “Working really closely with the Papa John’s marketing team, we wanted their pizza to become a real consideration when planning a World Cup party at home. Papa John’s is a brand that ‘keeps it real’ and cares passionately about the homemade qualities that go into preparing every pizza. That means using only the best ingredients such as their Californian tomatoes that make their unique tomato sauce. We wanted to feed this homely ethos back into the concept by creating a real, familiar living room setting and allowing Chris and Jeff’s natural charisma to shine through while watching the football.”

Phil Gaffer, Franchise Sales and Business Development Manager, Papa Johns commented: “This innovative campaign is a notable example of how a global franchisor can support its franchisees.   Already we are seeing a positive impact on sales.”