Devoted To The Dough

Papa Johns

“Devoted to the Dough” is Papa Johns UK’s 2025 campaign, celebrating a passion for making and enjoying great pizza. The focus was on fresh, never-frozen dough and high-quality ingredients.

I produced several rounds of sponsored social content to align with the eccentric, layered style of the TVC. This included carousels, statics, grid posts and stories across cut-out flat lays, localised adaptations,  lifestyle-focused executions and Christmas. 

Beyond the campaign, I contributed to Papa Johns’ wider rebrand. I supported the development of the new logo and visual systems, and worked on the evolution of the brand playbook—adding the “Devoted to the Dough” campaign as a case study to demonstrate how the brand could flex in new directions, as well as more general streamlining of the brand book.