The Papa John’s Toy Story 5 cinema campaign shows how brands can combine on-screen advertising with in-cinema activations to create stronger audience engagement.
Papa John’s, in partnership with Bronco advertising and Motivate Val Morgan (MVM), has launched an integrated cinema campaign in Egypt to celebrate the release of Disney and Pixar’s Toy Story 5, bringing the brand directly to families on the big screen.
The activation is part of Papa John’s first-ever global collaboration with the Toy Story franchise, a partnership that spans 42 international markets and is supported by a 360-degree global media campaign featuring a custom-animated spot produced by Pixar Animation Studios. The wider programme includes character-inspired personal pizzas, limited-edition collectibles, and immersive “Pizza Planet” pop-up experiences in select cities worldwide. In Egypt, Papa John’s extended the celebration into cinemas, where pizza and movie nights have long gone hand in hand.
On-Screen Campaign Across Key Cinema Locations
Through a Follow-the-Movie package, which places a brand’s spot exclusively alongside a chosen title, the on-screen component features a 30-second spot showcasing the beloved Toy Story characters, running at Almaza City Centre, Alexandria City Centre, and Mall of Egypt during Toy Story 5 screenings.
Off-Screen Activation Engages Moviegoers
To strengthen the engagement, Papa John’s rolled out an in-cinema activation across the same three locations from Thursday to Saturday, 18 to 20 June 2026. Co-branded Papa John’s x Toy Story 5 pizza boxes were placed under selected seats at specific screens, with a free pizza voucher placed under the seats at 4DX screens in place of the box. During the intermission, the Papa John’s operations team distributed the vouchers to guests who discovered a pizza box beneath their seat, rewarding fortunate moviegoers with a complimentary pizza.
Building on the in-cinema surprise, Papa John’s representatives were stationed at the exit of every listed Toy Story 5 session, handing all departing guests a 20% discount voucher to enjoy on their next order.
Enhance your brand’s exposure through tailored cinema campaigns, leveraging on-screen advertising and creative off-screen activations.
Contact us to explore similar advertising opportunities across our cinema network in the GCC, Egypt, and Lebanon.
Source: Papa John’s International, Business Wire, QSR Magazine
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