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

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