MILTON KEYNES, ENGLAND – A second release of Papa Johns International’s Papa X Cheddar marketing campaign aims to demystify NFT’s, or non-fungible tokens, by making them accessible through the familiar act of ordering a pizza.
The chain released its first collection of NFTs as part of a global giveaway and to launch the Papa X Cheddar pizza range in several international markets including United Arab Emirates, Qatar, Spain, Ecuador and El Salvador. The line features new pizzas such as the Cheddar Bacon Cheeseburger and Mexican Carnitas, as well as Cheddar versions of the Papadia.
Customers can redeem the NFTs via three routes: by scanning a QR code on a pizza box leaflet, scanning a QR code in the delivery confirmation e-mail or clicking on promotional social media posts by their local Papa Johns.
The collection of 19,840 NFTs will drop nine on-trend bag designs inspired by the pizza delivery hot bag, on several dates throughout early March, according to the company. The number of 19,840 is inspired by the date that Papa Johns was founded in 1984.
“There is so much global hype surrounding NFTs right now, but not everyone understands what they are or how to get one,” said Jo Blundell, vice president of International Marketing at Papa Johns. “That’s why Papa Johns is delighted to be bringing NFTs into the mainstream, making them available for pizza fans, digital art collectors and meta-professionals alike. In the short time it takes to order a pizza, people can get their hands on one of nine uber-cool NFT hot bag designs.”
The bags have names such as “Papa 1984” and “Papa Cheese Melt.” They all are available in three brand colorways and feature in the re-run of the Papa X Cheddar film and social campaign, the company said. Tom Hoff, a designer based in Spain, and artist Ash Sketch from London’s Central Saint Martins, created the NFTs which draw design elements from the delivery driver hot bag and last year’s Papa X Cheddar campaign. Papa Johns NFT Hot Bags have been minted on Tezos, an energy-efficient blockchain, the company said.
A limited-edition number of real-world hot bags will be sold via Depop at www.depop.com/nfthotbag, with one available to win on the NFT microsite by one person who redeems an NFT between March 1 - April 12, 2022.