Association Update

Association update ‘Treat yourself’

to a pizza campaign planned

A national publicity campaign to support pizza sales is to be launched by the Pizza Pasta & Italian Food Association (PAPA) in November. Built around a national publicity campaign, Pizza Week (November 22-28 2021) is about celebrating pizza as one of Britain’s favourite foods and creating an environment where individual businesses can build their own promotional activity to suit their brands and markets. There’s no cost involved in taking part and the logo for the week is free to download from the PAPA website (www.papa.org.uk). There is also a presentation about the week on the website. Focusing on a ‘treat yourself’ theme, the campaign will encourage consumers to treat family and friends to a pizza as well as promote the industry as an exciting place to work, offering great career opportunities. It will also highlight the versatility of pizza, offering something for all tastes. The Association has appointed a PR agency, Pretzel, to orchestrate the campaign, which is expected to reach out to over 30 million consumers. A special website is also being launched for consumers and media to support the week.

“Through this intensive media campaign covering TV, radio, print and online media our aim is to create an environment where pizzas are top of mind with consumers and thus help to drive sales through the industry,” said PAPA director, Jim Winship. “We hope to get the whole industry behind this initiative and create a real buzz around pizza.”