Pizza chain Papa John's International is conducting a web-based contest encouraging consumers to create a new pizza for its menu. The effort began May 25.

The company is urging consumers to share recipes for the chance to make a new menu item in its “Papa's Specialty Pizza Challenge.” It is promoting the contest through online ads and its Facebook page. The creative was developed in-house, but Facebook app developer Stuzo worked on the social networking application. Papa John's is also e-mailing its database, running banner ads, TV ads and ads on pizza boxes.

Papa John's primary goal is to put the focus on its "Better ingredients, better pizza" brand positioning, said Melissa Richards-Person, senior director of advertising and promotions at Papa John's. “We wanted to do that in a way that was engaging and authentic, that would give consumers a reason to want to learn about our ingredients,” she said.

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