- 12 July, 2005 -

Papa John's has continued its push for increased brand awareness and market share after launching a sizzling new initiative. The pizza company, which was founded in the USA, has joined forces with TABASCO Brand Pepper Sauce and will be the first third party brand ever to feature on its packaging. The tie-up will see TABASCO purchasers given a voucher that will entitle them to receive a Papa John's pizza entirely free of charge, and also given tips on how to spice up their pizza using TABASCO Sauce. The move offers Papa John's an extensive sampling opportunity, and comes shortly after the company scooped number one status in pizza awards on both sides of the Atlantic. Papa John's UK Managing Director Daniel Cousineau revealed that it was a combination of the company's confidence in its own product and the prestige of the TABASCO brand that had led to the investment. He said: "We were named UK Delivery Operator of the Year for 2004 and in the USA we have just won the Customer Satisfaction Index for an unprecedented sixth consecutive time - so we know that if people taste our product they will become customers. "Third party links are a great way of doing this, but we have to be sure to associate with the correct partners and we certainly believe that we have done just that with TABASCO. They are one of the most respected brands in the marketplace and, like us, their American heritage is based on delivering a great product". The joint promotion will be seen on supermarket shelves and poster sites from the beginning of July, and Gary Rapps, MD of Toucan, TABASCO's full service marketing agency is confident that, if successful, it could be the start of a long running partnership between the two organisations. Jeremy Roberts, Marketing Controller of G.Costa, TABASCO's distributor in the UK explains the objective for TABASCO is to: establish a strong, highly recognised usage association of TABASCO on pizzas and to extend its use beyond the more traditional Bloody Mary and chili con carne. Pizza has broad consumer appeal, fits in with today's busy lifestyles and TABASCO is an iconic, exhilarating, fun brand that perfectly complements pizza".

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