There’s something mesmerizing about watching someone do what they love. A chef carefully plating a dish, a barista perfecting their latte art, a musician lost in the rhythm—it’s magnetic. It’s human. It’s real. And now, it’s at the heart of Papa Johns’ latest advertising strategy.
For years, the brand leaned on its iconic “Better Ingredients, Better Pizza” promise. But let’s be real—great ingredients alone don’t tell the full story. Customers want to know who’s behind their food. Who’s kneading the dough? Who’s crafting that perfect golden crust? Who’s making sure every order comes out just right?
Instead of just telling people their pizza is great, Papa John’s advertisements are showing them why—by introducing the real people behind every order. And honestly? It’s a game-changer.
Papa Johns’ Secret Weapon: The People Behind the Pizza
There’s a reason why behind-the-scenes content and reality TV pull in millions of viewers—people crave authenticity. We want to connect with real humans, not faceless corporations. Papa John’s understands that.
So, instead of rolling out another celebrity endorsement or high-budget production, they’re flipping the script:
- Real employees are stepping in front of the camera.
- They’re sharing their passion, their process, and their love for making pizza.
- Customers aren’t just getting a marketing message; they’re meeting the people who make their favorite slice.
One of the campaign’s breakout stars? Jacob Bartoli, aka “Doughtoli” on TikTok. He’s not just a Papa Johns employee—he’s a pizza-throwing, dough-spinning personality with a growing online following. Instead of ignoring that, Papa Johns leaned in. They didn’t just use him as a spokesperson—they let him bring customers inside the kitchen, showing exactly how that perfect stuffed crust comes to life.
This is something more brands need to take note of. Your employees are your greatest marketing asset. Whether it’s baristas, designers, customer support reps, or warehouse workers, these are the people who make your product or service what it is. Putting them at the forefront builds trust, relatability, and emotional connection.
How Papa Johns Advertisements Are Making People Care
Great marketing isn’t just about selling something—it’s about making people care. And that’s exactly what’s happening with Papa Johns advertisements in this campaign.
Instead of leading with a product-first message (“Buy this new pizza!”), they’ve taken a people-first approach (“Meet the passionate makers behind your pizza!”). That simple shift makes all the difference.
Here’s why it works:
- People connect with stories, not slogans: A catchy tagline can be memorable, but a compelling story makes people feel something.
- Authenticity builds trust: Seeing real employees making food? That’s transparency at its best.
- Social media thrives on personality: Traditional ads can feel like white noise. A TikTok featuring an actual pizza maker? That’s the kind of content people actually engage with.
And the data backs it up. Brands that incorporate employee-generated content see 2x higher engagement rates than those that don’t. People are 47% more likely to trust brand content when it comes from employees instead of corporate messaging. Papa Johns is tapping into that trust brilliantly.
Lessons for Brands & Entrepreneurs
This strategy isn’t just for billion-dollar pizza chains. Any brand—big or small—can steal a page from Papa Johns’ playbook. Here’s how:
Show the faces behind your business
Don’t just market your product—market the people behind it. Whether it’s your team, your suppliers, or even your customers, showing the human side of your business makes it feel real and relatable.
Turn employees into content creators
If you’ve got team members who are great on camera, embrace it. Give them the space to share their process, their passion, and their expertise. It makes your brand feel authentic and approachable.
Use social media for storytelling, not just ads
People aren’t scrolling TikTok and Instagram to see another traditional ad. They want real moments, humor, and behind-the-scenes content. That’s why featuring actual team members works—it feels organic, not forced.
Make marketing about connection, not just conversion
Sales are important, but real brand loyalty comes from an emotional connection. People don’t just buy what you sell—they buy into who you are. The best marketing strategy feels like a conversation, not a pitch.
More Than Just a Marketing Play
Let’s not ignore the bigger picture—Papa Johns has been in a slump. North American sales dipped 4% last year, and the brand has been working hard to regain momentum. Instead of going the traditional route of discounts and limited-time deals, they’re playing the long game.
Rather than shouting, “Buy our pizza!” they’re saying, “Meet the people who make your pizza with love.” And that subtle shift? It’s the kind of marketing that actually sticks.
If more brands—big or small—lean into authenticity, storytelling, and human connection, they’ll see the same results. Because at the end of the day, people don’t just buy products. They buy stories. They buy passion. They buy people.
And that’s exactly why Papa Johns advertisements are hitting differently this time around.
Final Thoughts
Great marketing isn’t about having the biggest budget or the flashiest ad. It’s about making people feel something. And Papa Johns’ “Meet the Makers” campaign is doing just that.
So here’s the question: Who are the people behind your business? What’s their story? And how can you bring that to life in your marketing?
Because when you focus on the people, the brand takes care of itself. Just ask Papa Johns.
FAQs
- Why is storytelling important in marketing?
Storytelling creates emotional connections, making brands more relatable and memorable to consumers. - How can showcasing employees benefit a brand?
Featuring real employees builds trust, humanizes the brand, and increases engagement with customers. - Why are social media takeovers effective?
They feel organic, boost engagement, and let brands connect with audiences through authentic, real-time content.