Papa Johns: One-day contracts

Papa Johns, a restaurant chain, offered one-day contracts to out-of-work professional baseball players to increase employee recruitment in key markets, including Atlanta, improve brand perception, drive awareness and conversation through earned media and deliver 98% positive/neutral sentiment.

Situation Analysis

Like so many restaurants post-COVID, Papa Johns was having a difficult time filling open positions across restaurant locations. The brand needed a way to spread the word about the enticing benefits and fun workplace culture that makes Papa Johns stand apart including flexible hours, paid vacation, leadership programs, best-in-class college tuition program and more – in a way that felt authentic while grabbing people's attention.

As the agency was ideating ways to help Papa Johns attract and retain employees, Major League Baseball found itself in the middle of its first work stoppage since the 1994-95 strike. MLB and...

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