PAPA JOHN'S has continued its push for increased brand awareness and market share by launching a new initiative.
The pizza company, which was founded in the USA, has joined forces with TABASCO® Brand Pepper Sauce and will be the first third party brand ever to feature on its packaging.
The tie-up will see TABASCO® purchasers given a voucher that will entitle them to receive a Papa John's pizza free of charge, and also given tips on how to spice up their pizza using TABASCO® sauce.
Papa John's UK Managing Director Daniel Cousineau revealed that it was a combination of the company's confidence in its own product and the prestige of the TABASCO® brand that had led to the investment. 'We were named UK Delivery Operator of the Year for 2004 and in the USA we have just won the Customer Satisfaction Index for an unprecedented sixth consecutive time - so we know that if people taste our product they will become customers. 'Third party links are a great way of doing this.'
Jeremy Roberts, Marketing Controller of UK TABASCO® distributor G.Costa, explains the objective for TABASCO as 'to establish a strong, highly recognised usage association of TABASCO® on pizzas. Pizza has broad customer appeal, fits in with today's busy lifestyles and TABASCO® is an iconic, exhilarating, fun brand that perfectly complements pizza.'