Papa John's were launching a new pizza called The Bee Sting, a honey and chilli based pizza and wanted a quick, low-cost idea. Heat seemed the obvious root but heat and pizzas seemed and obvious route and had been done by Domino's.

Instead, I wanted to focus on the bees. If Papa John's message was 'Better Ingredients, Better Pizza', why couldn't we make one for bees too with wildflowers? And to put some purpose into the pizza, and to address the declining bee population, Papa Join's could give away free wildflower seeds to their customers.

The Beeza was a cute, low-cost (under £10k) campaign that achieved BIG results - including a 12% YOY sales boost with no ATL support over a two-week period. In the US, AdAge selected it as Creative Pick of the Week. Global coverage and social share helped this campaign win both the PR Moment and PR Week Award for Best Use of Creativity.