Papa John's is the first international pizza chain in Uzbekistan. We were briefed with adapting the company's global positioning "BETTER INGREDIENTS - BETTER PIZZA" for the Uzbek market.
Insight
In Uzbekistan, men don't often cook, but when they do, it's a special occasion that they approach with great enthusiasm and flair. This is because, when Dad cooks, he puts his heart and soul into it and doesn't hold back on the ingredients. It's not a secret that Dad's cooking is always delicious and loved by everyone.
Solution
*PAPAni(ng) qo'li shirinroq – this is how we tailored the global message to the Uzbek audience in their native language. We created a video that showed the product and its ingredients in an appealing way, and distributed it through both digital and outdoor advertising channels.
