Fresh Soul

After taking fashion cues for our first ‘Papa X Cheddar’ campaign, our second campaign for Papa John’s has turned to music to launch their new Fresh Soul range - pizzas that are so packed full of big flavours that they make the soul sing.

The campaign film opens on a Papa John’s store, which transforms into an intimate party with DJs on the decks, including up and coming British neo-soul artist BaggE and a small group of friends sharing the good times with the new Fresh Soul range.

The campaign is inspired by the universal power of music to uplift the soul and spirit and will run across the UK and EMEA, plus Latin America and Asia later in the year. The campaign runs alongside the ‘House of Papa’ party - the venue for the world’s first global pizza party. With performances from BaggE and three other independent artists selected by NME, the pizza party will take place at an intimate London music venue, and will be broadcast live via reunited members of the ByteSquad TikTok collective and NME’s Instagram.

Giles Codd, Senior Director of Marketing for Papa John’s UK says; “Music is a universal power for good so it’s great to see the party we started in our global marketing campaign film come to life for everyone to enjoy in both the UK and worldwide, after the missed social experiences of the last 18 months. Given our global audience, we’re pleased to be partnering with the music powerhouse that is NME as well as the ByteSquad TikTok house to bring good times to one and all – in celebration of the big soul singing flavours of our new Fresh Soul range.”