The launch of unexpected products has long sat at the heart of PR campaigns and they don’t get more unexpected than a pepperoni pizza diffuser.

Papa Johns launched the unexpected product on National Pepperoni Pizza Day on the 20th of September. The new product and PR engine is the result of research revealing that one in four students say that the smell of fresh pizza helps to reduce stress.

The campaign was supported by PR agency Splendid Communications. The research supporting the launch revealed that almost nine in ten students (87%) experienced stress during their studies, while 98% admitted to feeling stressed at some stage during their university experience.

Launching in the key Freshers Week period, the diffuser is designed to help students destress. According to Papa John’s research 88% of students consider scent diffusers as a technique to reduce stress and enhance their homes.

The research showed that scents can have a positive influence on student stress levels. Over half of students said scents helped them relax and unwind. While 47% believing they made them feel happy and comforted.

Alec Samways, CEO of Splendid Communications, explained: “I think we can all agree the smell of pizza is comforting, warm and welcoming. I suspect it reminds a lot of people of fun times with friends and family at home which is an instant de-stresser. I had no idea you could package that smell into a reed diffuser, but we worked with the Papa Johns’ innovation team and their suppliers to develop the scent and it’s certainly making me feel happy but maybe a bit hungry too!”