- Papa Johns launched a brand new platform called “Meet the Makers” dedicated to highlighting its team members and the quality of its ingredients, according to a press release.
- “Meet the Makers” includes tie-ups with food influencers and real Papa Johns team members, who will share behind-the-scenes content through various video spots. Consumers can even be introduced to staff as they take over the brand’s social channels.
- The platform, which can even support menu promotions, spans national TV, paid online media and organic and paid social. The effort, handled by The Martin Agency, is the first creative work under CMO Jenna Bromberg, who joined Papa Johns in November.
Papa Johns is again aligning its marketing with its longstanding “Better Ingredients, Better Pizza” slogan with its latest brand platform. The effort showcasing its team members and pizza is the first under CMO Bromberg, who’s tasked with overseeing Papa Johns’ marketing strategy, brand development, digital customer experience and artistic initiatives. Before Papa Johns, Bromberg held positions at Carter’s and Pizza Hut.
The first video spot under “Meet the Makers” showcases a high-energy Papa Johns kitchen and the enthusiasm placed behind each step of the pizza-making process. A second video further showcases the personalities from the anthem spot.
Additional creative will come from partnerships with Papa Johns team members and food influencers. Included is a tie-up with team member and TikTok star Jacob Bartoli, often called Doughtoli, who helped kick off “Meet the Makers” in a TikTok post by showing how he turned a stuffed crust right into a Papa Johns Epic Stuffed Crust. The brand can even support its menu promotions through the platform, starting with a 15-second spot highlighting a national offering for its Epic Stuffed Crust.
Papa Johns’ latest brand platform was created in partnership with The Martin Agency, which was appointed the chain’s national creative agency of record in December 2023. The platform sees the company continuing to lean into brand constructing in an effort to grow loyalty. Last spring, Papa Johns launched a “Better Get You Some” brand platform that was designed to showcase the ways its “Better Ingredients, Better Pizza” slogan comes to life each through its ingredients and thru the lives of its supporters.
A brand new marketing platform could help Papa Johns in its ongoing efforts to break out of a slump, with comparable sales in North America declining 4% yr over yr in Q4, per an earnings report. The chain also reported a 4% YoY decline in comparable sales in North America for the full yr of 2024 versus the year-ago period. As a part of its bounce-back efforts, the company last yr rolled out the second phase of a “Back to Better” initiative in a bid to revitalize the brand.
Read the full article here
