The independent shop fought off Bartle Bogle Hegarty London and incumbent FKC London to become the pizza brand’s lead strategic and creative above-the-line agency in the UK.
The win reunites Pablo with David Scott, the former Carlsberg brand director who joined Papa John’s as UK marketing director last year.
While Pablo has been tasked with building on the brand’s global positioning mantra of "Better ingredients. Better pizza", Scott said there is "every possibility" Pablo’s creative platform could be rolled out to other markets. Papa John’s also wants Pablo to drive reappraisal of the brand in the UK, for which it claims to have "big ambitions", Scott added.
Since launching in the UK in 2001, the 33-year-old brand has more than doubled its UK store numbers in the last five years, from 150 to more than 350 this year.
The7stars handles Papa John’s UK media.
Scott said: "We’ve got big ambitions for the Papa John’s brand in the UK and to tackle the challenge we felt that Pablo was the perfect strategic and creative partner. Pablo demonstrated the appetite and ability to create the kind of work people talk about and that we feel will really resonate with our UK audience.
"There’s also every possibility that Pablo’s creative platform could be rolled out in international markets."