Transforming Papa John’s pizza packaging into a game-day experience

Global pizza chain Papa John’s has worked with the Smurfit Westrock Alcalá de Henares plant in Spain for nearly a decade, supporting the brand’s steady growth in the market. Their latest challenge: designing a three-tiered box that could hold three medium pizzas in one, interactive unit. After rounds of brainstorming and prototyping, they approved a concept aimed at creating a fun, functional and engaging customer experience.

The teams designed an interactive, easy-to-assemble box, appealing to all ages. Working with Papa John’s creative agency, they refined the concept to ensure it was imaginative and feasible. Using ArtiosCAD, prototypes were tested for precision and function. Timed with major sporting events, such as the FIFA World Cup and Olympics, the sleeve doubled as a mini football goal or basketball hoop, adding a fun, memorable touch.

The “Tremendo Triplete Box” was a resounding success, boosting Papa John's visibility and social media engagement while strengthening its partnership with the Alcalá de Henares plant. Sales increased, and the packaging became a talking point among customers. Four additional interactive games were also developed for future promotions. The packaging became more than just a pizza box—it became a platform for fun, interaction and brand storytelling.