Papa Johns

Chorizo-style lipstick launch

In homage to chorizo’s space heritage, Papa Johns launched its new meaty range with an out-of-this-world global marketing campaign. Our job was to connect ‘Planet Chorizo’ to Earth, and fuelled by Gen Z food and beauty trends, the idea for a lipstick like no other came to fruition...

Our Role

  • Drive global headlines and talkability for the new Chorizo range
  • Reinforce Papa Johns’ Better Ingredients. Better Pizza ethos
  • Ensure mass market participation across Papa Johns’ international region

Our Approach

We enlisted Chelsie Lane cosmetics to capture chorizo’s colours and flavours in a premium Y2K lipstick that looked and smelt of spicy sausage.

A world premiere in Spain, the birthplace of chorizo, saw the lipstick appear on the FROW at Madrid Fashion Week via a collaboration with Spanish designer Jorge Redondo - famed for his chorizo-red couture. It was also gifted to VIPs at an exclusive Villa Redondo x Papa Johns after party.

Following her cameo in the Planet Chorizo ad film, Spanish-born TV star, Choriza May, was recruited as the lipstick’s beauty ambassador and hosted a press junket in Madrid, while modelling a chorizo-inspired cape designed for her by Redondo.

The red-hot cosmetic was seeded with media and influencers, spanning the Middle East to LATAM.

Our Results

  • Through strategic partnerships, VIP lipstick seeding and targeted media relations, Papa Johns became a break-out topic at Madrid Fashion Week
  • A PR ripple effect meant headlines were won worldwide - 400+ pieces of content across news, lifestyle and fashion outlets, plus social media, to date