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Papa John’s is one of the best positioned pizzerias around the world.
With the help of the pizzeria, an ice cream maker chose to create a limited edition flavor that caught the particular attention of Internet users.
Influencer marketing strategies could represent a good opportunity to do a type of two-way advertising.
Papa John’s Pizza and an ice cream man have made a joint strategy to create a garlic ice cream for a limited time, drawing the attention of users on social networks.
Today there are countless pizzerias spread around the world, to which diners have a wide range of franchises to choose from to satisfy their need for food and treat themselves; however, only a few have managed to stand out in the international market.
According to the Statista study where it shows the main pizza chains in the world By number of stores, at the time Pizza Hut led with 16,796 branches around the world, Domino’s Pizza in second with 14,966, Little Caesars in third with 5,336, Papa John’s in fourth with 5,212, among other recognized franchises.
This positioning has not been achieved overnight, but has involved years of work, where they have had to carry out their respective marketing strategies to constantly stand out in the mind of the consumer with some creative and attractive proposals, since in addition to competing among these same brands, they also face those smaller businesses that sell the same product.
Bearing in mind that TikTok and influencer marketing strategies are currently the most powerful tools to stand out in the digital world, Papa John’s Pizza and an ice cream man have chosen to collaborate on said social network to create an interesting product, a ice cream flavored with garlic sauce with jalapeños.
@sergioelheladero #Icy by @papajohnsec #papajohns #garlic sauce #jalapeno #foryou #for you #viral #humor #Ecuador #Mexico #Colombia ♬ original sound – sergioelheladero
East garlic sauce flavored ice cream it would be selling at the “sergioelheladero” ice cream parlor for a limited time, more specifically, for a week; however, and despite having only been a day after its launch, the video has already managed to go viral, causing the reaction of thousands of users to this unusual creation.
Among the comments we can read “in Colombia do that and you get expelled from the country”, “I thought I was going to make a pizza ice cream”, “I swallowed an ad”, “to try it”, among other observations that have managed to call the particular attention of Internet users, both for the influencer and for the Papa John’s franchise.
Today, brands have a good opportunity to get a type of advertising that did not exist a few years ago, thanks to the influencer marketing strategieswhere the collaboration between a company and a content creator manages to be a good strategy to position itself in the eyes of the digital conversation.
Taking into account that each influencer has their respective number of followers and their market, as well as the case of brands, carrying out this type of advertising collaborations would imply in the mixture of the publics of both belonging and, consequently, a bidirectional strategy that can benefit both the personality of the internet and the brand, both growing their presence in the digital field.
Despite this, brands and influencers must ensure that the message they seek to offer is consistent with their audience, or else there could be an image crisis for both. We found an example of this a few months ago, when Rappi chose to create an influencer marketing strategy with Chumel Torres, a fact that Internet users did not like and that caused a strong image crisis for the brand.
Brands and influencers have a good opportunity to carry out a two-way advertising strategy if they decide to launch an influencer marketing campaign.
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