Papa Johns partnered with the UK’s leading food creator, Eating With Tod, to launch its new sourdough range through a disruptive, creator-led pop-up activation designed to challenge perceptions and drive trial.

At a time when sourdough accounts for one in four pizzas sold in the UK — yet remains largely associated with independent restaurants, artisan vans, and East London pop-ups — Papa Johns saw an opportunity to take the category from niche to national. The objective was clear: reposition the brand within a more premium, culturally relevant space while unlocking new consumption occasions in an increasingly competitive takeaway market.

To do this, the campaign centred around a “secret” pop-up experience, leveraging Tod’s highly engaged audience and credibility within the food space. By placing a trusted tastemaker at the heart of the launch, the activation blurred the lines between independent food culture and a major high-street brand — creating intrigue, driving footfall, and sparking organic conversation online.

The result was a social-first campaign that tapped into existing consumer perceptions, challenged them through authentic storytelling, and positioned Papa Johns as a credible player within the sourdough conversation — bringing an artisan product to scale for a mainstream audience.