Papa Johns brings "Shaqflation" in new campaign from Camp + King

While the world is suffering from the impact of “Shrinkflation,” Papa Johns is delivering “Shaqflation” with the return of the Shaq-a-roni, adding a whole lot of EXTRA, like extra cheese and pepperoni cut into 8 large Shaq-sized slices. Papa Johns is even donating an extra dollar from every Shaq-a-Roni that goes to the Papa John's Foundation to help families.

To bring this concept to life, San Francisco and Chicago-based creative agency Camp + King (C+K) devised a campaign built around the idea that the Shaq-a-Roni is: Big Enough to Feed a Shaq-sized Family. In the spots, Shaq hilariously portrays several members of his Shaq-sized family meeting at their dinner table to enjoy an extra-large Shaq-a-Roni, including himself, Uncle Shaq, Cousin Shaq, and Teen Shaq. Joining the family is Shaq’s real-life mother, Lucille, a proud and protective momma who defends her son when the rest of the family throw some verbal jabs and jokes his way. Momma Lucille even flips the script when boasting about the Shaq-a-Roni pizza, a handsome namesake pizza that comes along with a charitable component. 

“Shrinkflation” has been getting attention in media reports and even popping up in restaurant reviews as items shrink in size, quantity, or quality, while prices remain the same or even increase. C+K seized an opportunity to push against this cultural tension to build a campaign demonstrating that Papa Johns is increasing consumer value while other brands are cutting back. From the extra large slices, to the extra cheese and pepperoni, to the extra dollar Papa Johns donates from every pizza to the Papa Johns Foundation to help families, the Shaq-a-Roni really brings the “extra” to the table at a time when a little extra goes a long way. 

Says Anne Fischer, Chief Marketing Officer, Papa Johns, “A frequent question our customers ask us on social media is “When is the Shaq-a-Roni coming back?” This marks the third year we have partnered with our board member and franchise owner Shaquille O’Neal to offer the Shaq-a-Roni, and we’re bringing this fan favorite back in a fun way that builds both on the love people have for the pizza and on the impact it has made in the communities we serve. Shaquille connects with so many people, including our customers, our restaurant team members and our franchise partners, and he is well-loved for the ways he supports important causes and for his playful sense of humour. We’re so excited to have welcomed the entire ‘Shaq family’ to our table this year.”

Jason Whitehead, C+K Creative Director shares, “We figured, what better way to express how shareable the biggest pizza Papa Johns makes then to track down its namesake’s family. Who knew all the men related to Shaq shared such an uncanny resemblance? Cousin was a huge wildcard, showing up to set blasting Kelly Clarkson and shaking his pompadour. But the real hero of the project was Shaquille’s mom, Lucille, who nailed everything asked of her. We’re excited to see who becomes the crowd favourite and hopefully, introduce more members of the Shaq family to the world in the future.”