Responding to the brief to create a Papa John’s ambush campaign that captures the imagination of both football followers and mainstream UK audiences during the 2018 FIFA World Cup in Russia, the pizza brand’s marketers teamed up with agency SportQuake for ‘Keep Calm And Kammy On’.
The campaign, which had no official rights or sponsorship assets, featured Sky Sports presenters s Chris Kamara and Jeff Stelling to lead the creative: bringing their existing on-screen relationship into an everyday living room scenario.
The creative idea and execution narrative revolved around Kamara’s reputation for over exuberance, excitement and hilarious gaffes on Sky Sports’ Soccer Saturday.
With the pizza itself acting as a calming influence: the idea being that product can calm an anxious nation during World Cup fever.
The tagline Keep Calm And Kammy On was created by SportQuake’s in-house activation team as the overarching campaign slogan
The creative, which primarily drives tournament related product offers linked to specific games, was led by video and audio content running across TV and radio,
supported by digital and social media and in-store, point-of-sale work in Papa John’s retail outlets throughout the UK.
Don’t let those pre-kick off nerves get the better of you! Keep calm and Kammy on with our UNBELIEVABLE deal!
Get any large pizza and two sides for £18.99
Everyone’s a winner with Papa John’s pic.twitter.com/ezjVstmbt7— Papa John's UK (@PapaJohnsUK) June 11, 2018
Today’s the day! 4pm kick off – Kammy’s got you sorted with an UNBELIEVABLE deal! (Thanks @chris_kammy!)
Get any large pizza and two sides for £18.99
Everyone’s a winner with Papa John’spic.twitter.com/vzZnk7UmgV— Papa John's UK (@PapaJohnsUK) June 14, 2018
Not long until #Eng kick-off against #Bel and we’ve all got that one mate who thinks he knows everything. Remember, just #KeepCalmAndKammyOn @chris_kammy pic.twitter.com/SQWyeIwxe7
— Papa John's UK (@PapaJohnsUK) June 28, 2018
Comment:
Did the campaign achieve its objective of ensuring that Papa John’s became part of the World Cup conversation in the UK by placing their ‘Keep Calm And Kammy On’ message an identified set of specific tournament related areas – such as England games?
Without end of campaign results it’s tough to be definitive.
Of course, we’ve seen Kamara (and Stelling) play these kinds of ‘puns and pals’ roles before and they dovetail effectively on screen.
But whether it is genuinely fresh and different enough from previous work they have featured in to cut through all the World Cup clutter remains to be seen.
Arguably our favourite Kamara activation around a major football tournament was his Carlsberg Euro 2016 hidden camera tube stunt (see case study).
Links:
Papa Johns
https://www.facebook.com/papajohnsuk
https://twitter.com/papajohnsuk
https://www.papajohns.co.uk/blog/
Sportquake
