Papa Johns announces it’s entering the second phase of its business transformation with an exciting brand relaunch centred around its new creative platform, “Devoted to the Dough.” This marks a key consumer-facing milestone in Papa Johns UK’s ongoing strategy to reinforce its commitment to better pizza.
This platform will shape outputs from the brand moving forward, from marketing to PR and social and beyond. With bold ambition and lasting impact, this will define how Papa Johns creates meaningful connections with customers, celebrate its values, and fuels growth.
In a competitive but growing sector, the platform positions Papa Johns as the pizza delivery brand with superior ingredients and a passion for pizza-making. Market research has shown that people want affordable options without compromising on quality and the new strategy responds to what our customers are looking for. The new campaign, launching nationwide today, underpins the company’s relentless pursuit of better pizza, better ingredients, and a more engaging customer experience. The campaign, which features a hero 30 second film destined for TV and online, was created by Bicycle London through its creative arm Bicycle Studio.
“At Papa Johns, we’re devoted to the dough – crafting high-quality pizza and putting passion at the heart of everything we do. The goal of our new creative platform is to communicate our commitment to superior products at a great price, whilst breaking down any perception barriers with non-customers. This is rooted in key consumer insights, with taste, quality, and value as our top priorities. We’ve worked closely with our agency partner Bicycle who share our passion, drive, and hunger to challenge the status quo. Their ‘Big Dough Energy’, creativity and strategic thinking has made them the ideal agency to help us relaunch the brand in a way that truly stands out.”Rebecca Carroll, Marketing Director at Papa Johns
“The relaunch represents a key cornerstone of our strategy to position Papa Johns for long-term success in the UK,” said Chris Phylactou, Managing Director at Papa Johns UK. “This year, our focus is on returning to profitability, and the relaunch sits at the centre of helping us to do exactly this, by reinforcing our commitment to quality ingredients and exceptional customer service.”
Graeme Douglas, Co-founder of Bicycle London and Head of Bicycle Studio, said: “Papa Johns was our launch client, and they gave us one hell of a brief: wake up the sleeping giant. As a newer agency, we share a lot of values with Papa Johns – we’re both hungry, ambitious, and ready to make some noise. This campaign is the result of a year-long strategic, creative, and production effort – a major milestone for Bicycle and a bold new chapter for Papa Johns. Rather than leaning on predictable category tropes – like exaggerated smiles, staged moments, or over-the-top toppings – we’ve built a world where one thing reigns supreme: an uncompromising obsession with making and eating better pizza. And fair warning, you’ll have the track stuck in your head for weeks.”
The ‘Devoted to the Dough’ campaign will be brought to life through a series of dynamic TV commercials, digital activations, and social media engagement featuring striking pizza moments and real customer interactions. Leveraging a mix of nostalgic storytelling and contemporary creativity, the campaign will showcase the brand’s dedication to fresh ingredients, perfected cooking techniques, and the joy of pizza.
Papa Johns invites pizza lovers everywhere to join in the journey and rediscover their love for better pizza. The new campaign will roll out across television, social media, and digital platforms starting 13th March.
