Papa John’s and Snapchat Rekindle Their Valentine’s Day AR Lens Romance

Users can order heart-shaped pizzas directly via the app

A heart-shaped pizza next to a brownie
Papa John’s heart-shaped pizza and double chocolate chip brownie. Papa John’s/Snapchat

Papa John’s rekindled its romance with Snapchat for the second consecutive Valentine’s Day with another augmented reality lens.

The AR face lens—available to all U.S. users via Lens Carousel or Snapcode—enables hungry Snapchatters to order from the pizza chain directly via the application.

Papa John's/Snapchat
Papa John's/Snapchat

Tapping the “Order Now” button or swiping up on the Papa John’s Valentine’s Day ad will enable people to order a Papa John’s heart-shaped pizza. Promo code “Valentine” unlocks a one-topping heart-shaped pizza for $11, while “BeMine” adds a double chocolate chip brownie for a total of $16.

The Valentine’s Day Lens and heart-shaped pizzas will be available in all U.S. Papa John’s locations through Sunday, Feb. 16.

Snap said that in last year’s campaign, over 25% of users who swiped up on the Papa John’s lens ended up buying pizzas, and 60% of lens views unlocked with the Snapcode came from unique users.

The company added that the 2019 campaign led to a 6% life in ad awareness with Papa John’s customers. David Cohen is editor of Adweek's Social Pro Daily.