Spirit Airlines passengers were feeling anything but lifted following the company’s abrupt shutdown on Saturday. But thanks to Papa John’s, grounded passengers have a reason to stay home… and order in.

The now-defunct airline’s loyalty members are being offered a consolation tasty prize: free pizza. On Friday, Papa John’s announced a new promotion, “Skies to Pies,” a limited‑time offer that helps Spirit Airlines’ customers redeem their loyalty points for something the brand says is more “reliable.”

The campaign arrives just days after the airline’s shutdown, leaving passengers scrambling in airports and causing widespread chaos. The pizza brand, which recently came under fire for promoting tipping on its boxes, seems to be stepping into more turbulence, attempting to offer frustrated customers a softer landing — one large one-topping pizza at a time.

“Loyalty points don’t mean much if you can’t use them,” said Shivram Vaideeswaran, SVP of Brand Marketing at Papa John’s. “While we can’t fix cancelled flights or lost membership points, hopefully we can provide a smile and a delicious pizza to those impacted.”

To claim the offer, customers must message Papa John’s on Instagram, show they are Papa John’s rewards members, and show they are. Once approved, customers receive a code redeemable for their pie.

The stunt taps into a growing trend of brands capitalizing on viral mishaps, public meltdowns, and corporate controversies to insert themselves into the conversation — often with giveaways.

Earlier this year, a handful of brands rushed to capitalize on the “Kit Kat heists,” which turned social-media chaos into real-time marketing opportunities. Domino’s Pizza, along with KFC and other fast-food chains, posted their condolences with tongue-in-cheek commentary. For companies, these campaigns offer a chance to appear culturally plugged in while driving real-time engagement and loyalty sign-ups. In Papa John’s case, the promotion also serves as a recruitment tool for its own rewards program.

As far as loyalty points go, this, too, falls in line with a growing trend: points programs have become a hot-button topic, especially as companies look for ways to restructure how their customers earn rewards. For travelers, loyalty points mean savings and upgrades when on holiday, something that budget airlines and luxury airline fliers value equally. airlines offer. This has become a particular pain point for British Airways.

Transportation Secretary Sean Duffy blamed Spirit’s collapse on rising fuel costs and policies under the prior administration, while thousands of passengers were left dealing with canceled itineraries and uncertainty surrounding refunds and rewards points.

While Papa John’s can’t fix what’s wrong in airline travel, for everyone else, at least pizza is still deliverable.