Papa Johns Surveillance-Based Advertising

Papa Johns is spying on people’s buying activities to predict when they are low on food: The pizza chain recently tapped NBCUniversal, Instacart and the dentsu-owned media agency Carat for help reaching consumers when they’re low on groceries—and thus more likely to be swayed by a mouth-watering ad. The idea is to reach hungry consumers by “knowing what is in their fridge without being too creepy,” said Carrie Drinkwater, chief investment officer at Carat. To achieve that goal, NBCU and Instacart created a custom audience of shoppers who regularly purchase grocery staples on Instacart, such as eggs, milk, meat and produce. Based on that data, Papa Johns can determine which days of the week certain consumers are likely to run out of groceries and serve them an ad on NBCU streaming content accordingly. The brand served custom creatives to consumers based on their food preferences—such as whether they buy meat regularly—with QR codes and calls to action such as, “Light on groceries?” or “Empty fridge?” Back in 2012, we learned (from Target and its campaign that detects when someone is pregnant) that the trick is to hide the knowledge in other, wrong, information. So the way for Papa John’s to not be “too creepy” is to deliberately get it wrong sometimes. But still, ugh.