SHAQflation
Papa Johns
SHAQflation was Papa Johns' answer to shrinkflation. While other brands were quietly giving people less, we went the opposite direction and made it loud.
We built the campaign around Shaq's limited-time Shaq-a-Roni pizza and a Shaq-sized family to prove that more cheese, more pepperoni, and more pizza didn't have to be subtle. It was generous, ridiculous, and exactly what people wanted during a time when everything felt like it was shrinking.
Shaq-a-roni Dance Contest
We invited fans to take the Shaq-a-Roni song and make it move. A dance contest on TikTok and Instagram offered cash prizes and a chance to duet with Shaq.
GIFY Partnership
We partnered with GIPHY to let the Shaq-sized family live in feeds, Stories, and messages. The stickers reached 25M views across partner networks organically, without paid support.
