Aug 8, 2008 6:03 AM, PROMO Xtra, By Amy Johannes

Papa John’s is using a fresh idea to promote its whole- wheat pizza crust with an out-of-home campaign in Denver. It took over a wheat field one mile from Denver International Airport to create a six-acre display that resembles a whole wheat pizza.

The “pizza” is made with red mulch to resemble pepperoni, corn stalks to mimic green peppers, black mulch for black olives and harvested wheat for cheese. The display includes the words “New 100% Whole Wheat Crust Pizza.”

Papa John's has high hopes that a large number of people will see the promotion as people fly in to Denver over the next few months, including for the upcoming Democratic Convention later this month. It is also banking on some of the PR hype generated by the campaign, Papa John’s spokesperson Tish Muldoon said.

The company also plans to use an image of the design on pizza box tops and advertising in the local market, she said.

The stunt will remain up through the first snowfall, she said.

“We wanted to keep our 100% whole wheat pizza crust top of mind,” she said. “It’s a great way to keep the awareness up.”

Worked started on the design July 15. The effort took earthwork artist Stan Herd 600 works hours to complete.

Papa John’s chose Denver for the campaign because it’s the location where the wheat for its product is grown, Muldoon added.

The company is offering its whole wheat crust pizza, launched in May and now a permanent menu item, for $8.88 when people order the pie online at http:www/PapaJohns.com through today.

Papa John’s isn’t the first marketer to resort to wheat fields to promote a new product. Sara Lee last year partnered with Herd to market its whole grain bread products with a crop design campaign.

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