PRWeek UK Awards Winners 2020: Best Use of Creativity

Best Use of Creativity goes to 'The Beezza: The World's First Pizza for Bees', by W for Papa John's. A clever campaign with a purpose element helped generate real buzz – and increase sales – for one of the brand’s limited-edition pizza launches.

PRWeek UK Awards Winners 2020: Best Use of Creativity

While managing the Papa John's press office, W was asked to get national coverage (with zero above-the-line support) and create social buzz around the launch of a limited-edition pizza: The Bee Sting, a fiery chilli and honey concoction. It should also help amplify the Papa John’s ’better pizza, better ingredients’ message.

W went down the purpose route and based a campaign on the creatures that make the honey and also pollinate tomatoes – the bees themselves – which, sadly, are in perilous decline. A social media promo giving away free wildflower seeds kicked off the campaign, but the headline-grabbing aspect was the creation of 'The Beeza: The First Pizza for Bees' – a thumbnail-sized Papa John's pizza covered in wildflowers, designed with expert help from the Bumblebee Trust.

The campaign created a huge buzz, including mentions in 43 national, international and lifestyle articles; 93 million social media impressions; and 1.8 million video views across social media (with no promoted spend).

The coverage didn’t just drive sales of the Bee Sting pizza, however. Papa John’s reported a double-digit sales growth across the UK business during the two-week period the campaign ran and, importantly, more than 1,600 packets of wildflower seeds were redeemed by consumers – meaning that a lot of bees were fed, too.

Judge's comment

Lovely creative response to a standard 'NPD' brief, with some killer results to match.


Highly commended

Drag Cleans by The Romans for Method

A PR and social brief from the B-corp cleaning products company quickly evolved into a nationwide, integrated campaign that focused on drag artists. It included a year-long partnership with The LGBT Foundation, during which Method funded its entire programme of activities, culminating in a five-night, sold-out run of charity drag shows. The activity achieved a 31 per cent sales uplift, 100 per cent attributable to The Romans’ work.

Shortlisted

The Glenlivet Capsule Collection by Pangolin for The Glenlivet

The Store of Modern Childhood by W for The Children's Society

Don't be Dogfished by Pegasus for Dogs Trust

Meat-Patch by Seven Dials PR for Strong Roots

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