Papa John’s (PZZA) plans to give away nearly 20,000 non-fungible tokens (NFT) to U.K. customers with its latest Papa X Cheddar campaign despite warnings from the advertising regulator about its crypto escapades.

A collection of 19,840 NFTs has been minted on Tezos, and it features nine different pizza delivery hot bag designs.The number of the NFTs was inspired by the year when the pizza brand was first established in 1984.. The company will not be selling the digital tokens, but rather giving them away to customers in the U.K. According to CoinDesk, the Papa Johns NFTs are dropping on several dates this month. 

The involvement of Papa John’s with crypto and blockchains is not their first. Last year, the fast food chain offered its customers the chance to win £10 ($13) worth of bitcoin (BTC) when they spent more than £30 ($39).

The UK’s Advertising Standards Authority deemed the campaign “irresponsible” as it “took advantage of ” customers’ inexperience and trivialized crypto investment.” The pizza chain subsequently removed the advertisements.

There is a long-standing association between Papa John’s and cryptocurrency thanks to the infamous episode in 2010, when a bitcoin user spent 10,000 bitcoins on two of the chain’s pizzas. At today’s prices, those bitcoin would be worth nearly $400 million.

“There is so much global hype surrounding NFTs right now, but not everyone understands what they are or how to get one,”

Jo Blundell, Papa Johns’ vice president of international marketing, said in a press release. “That is why Papa Johns is delighted to be bringing NFTs into the mainstream, making them available for pizza fans, digital art collectors and meta-professionals alike. In the short time it takes to order a pizza, people can get their hands on one of nine uber-cool NFT hot bag designs.” 


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