Shaquille O’Neal ads drive engagement for Papa John’s

Dive Brief:

  • Papa John’s having Shaquille O’Neal on board as a spokesperson and board member is driving customer engagement for the pizza brand, according to data by advertising analytics platform EDO​ cited in Yahoo News.
  • Consumers were 37% more likely to search for Papa John’s after seeing an ad featuring Shaq than another pizza brand. Viewing a Shaq-starring ad caused consumers to be 30% more likely to search for the brand than if they saw a Papa John’s ad that didn’t feature the retired basketball star.​
  • The company spent upwards of $50 million scrubbing founder John Schnatter’s image from
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