Illustrator Mike Hughes creates pizza-scented wrapping paper for Papa John’s Xmas campaign

Illustrator Mike Hughes has created a series of pizza-scented wrapping papers and a limited-edition pizza box as part of the Papa John’s seasonal campaign. The aromatic papers will be sold by the restaurant chain online to raise money for its charity partner, national homelessness charity Crisis.

Hughes’ design features festive characters in a winter wonderland – a Where’s Wally-style scene. There’s people enjoying the circular foodstuff, igloo pizza ovens and even DJ decks made out of pizza. The second design features an oversized – and slightly gross – pepperoni print. Both of the wrapping papers have been infused with a pizza scent. Hugh’s artwork is also being used for limited-edition pizza boxes which are available when customers order the brand’s Festive Pizza.

Hughes has also created an animated one-minute ad for Papa John’s, which depicts a sad penguin eating alone until the scent of pizza brings him and his friends together. Giles Codd, the marketing director of Papa John’s, says in a statement about the project that the #ChristmasIsBetterShared campaign was “a fun way to help spread the Christmas spirit beyond delicious pizzas”. Codd continues, "We hope that the money raised will help toward Crisis continuing the fantastic work they do not just at Christmas, but throughout the whole year.”