Papa Johns Partners With Smurfit Westrock on Triple-Function Pizza Box
Smurfit Westrock, the world's largest integrated paper-based packaging manufacturer, has expanded its partnership with Papa Johns through the launch of the "Tremendous Triple Box" in Spain — a multifunctional packaging design that holds two pizzas, four side orders, and converts into an interactive football or basketball game.
Developed and produced by Smurfit Westrock Spain, the packaging aims to enhance the consumer experience by merging functionality with entertainment. The concept reflects a growing industry trend in which packaging extends beyond its protective role to become a brand engagement tool.
The collaboration between Smurfit Westrock and Papa Johns dates back to 2016, when the pizza chain opened its first Spanish franchise on Madrid's Serrano Street. The new design is fully customisable through high-resolution printing techniques, including digital printing and offset printing — the latter offering up to five times the resolution of conventional methods. This flexibility allows brands to adapt packaging for specific promotions while reinforcing visual identity and capturing consumer attention.
Teo Pastor, Sales & Marketing Director for Smurfit Westrock Spain, Portugal, and Morocco, said: "At Smurfit Westrock, we believe packaging has the power to transform the relationship between brands and their consumers. Beyond protecting a product, it can create value, differentiation and a real emotional connection. The collaboration with Papa Johns is a clear example of how well-designed packaging can enhance the value of a promotion and surprise the consumer at every touchpoint."
María Estrela, Marketing Director of Papa Johns Spain and Portugal, added: "In such a dynamic sector as food service, having a partner like Smurfit Westrock allows us to accompany our promotions with creative, functional and sustainable packaging solutions that elevate the consumer experience and strengthen our value proposition."
With over 500 plants and operations in more than 40 countries, Smurfit Westrock leverages renewable, recyclable, and biodegradable materials alongside science, data, and design expertise to deliver large-scale, sustainable packaging solutions.