With Europe’s Biggest Carnival Canceled, Papa John’s Is Sending Dancers Out to Deliver

Stunt pays homage to London's famous Notting Hill Carnival

Papa John’s customers in London will get a surprise delivery from carnival dancers for one day. Papa John’s
Headshot of Sara Spary

LONDON—Notting Hill Carnival in London is one of the biggest street parties in the world, attended by two million people each year. It’s the biggest street party in Europe, and second in scale globally only to Rio’s Carnaval.

The carnival usually takes place on the streets of West London over the last weekend of August and has been running since 1966 as a bright, vibrant, joyful and energetic celebration of Caribbean and Black culture, featuring steel bands, music, dancing and great food.

But, thanks to the Covid-19 pandemic, it has been canceled this year and will now be digital only.

However, some of the dancers will still get to perform in real life–while delivering pizza for Papa John’s, alongside its new Jerk wings.

Papa John's wants to give carnival fans a slice of the action.

For one day only, on Aug. 8, the pizza brand, with the help of its PR agency W Communications, has recruited performers to help it deliver order to its West London customers.

“It’s no doubt that the absence of carnival this year will be sorely missed by carnival-goers and performers this month, so in a bid to keep the spirit of this festive event alive, we wanted to bring some fun with the new delivery service,” said Giles Codd, marketing director at Papa John’s UK.

Throughout the month of August the brand will also donate to charity Hospitality Action to help support funds for food and drink stall vendors affected by the cancellation of festivals and carnivals this year.

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.