Dive Transient:
- Papa Johns launched a brand new platform known as “Meet the Makers” devoted to highlighting its group members and the standard of its components, in line with a press launch.
- “Meet the Makers” contains tie-ups with meals influencers and actual Papa Johns group members, who will share behind-the-scenes content material via numerous video spots. Shoppers can even be launched to employees as they take over the model’s social channels.
- The platform, which can even help menu promotions, spans nationwide TV, paid on-line media and natural and paid social. The hassle, dealt with by The Martin Company, is the primary artistic work underneath CMO Jenna Bromberg, who joined Papa Johns in November.
Dive Perception:
Papa Johns is once more aligning its advertising and marketing with its longstanding “Higher Elements, Higher Pizza” slogan with its newest model platform. The hassle showcasing its group members and pizza is the primary underneath CMO Bromberg, who’s tasked with overseeing Papa Johns’ advertising and marketing technique, model growth, digital buyer expertise and artistic initiatives. Earlier than Papa Johns, Bromberg held positions at Carter’s and Pizza Hut.
The primary video spot underneath “Meet the Makers” showcases a high-energy Papa Johns kitchen and the passion positioned behind every step of the pizza-making course of. A second video additional showcases the personalities from the anthem spot.
Extra artistic will come from partnerships with Papa Johns group members and meals influencers. Included is a tie-up with group member and TikTok star Jacob Bartoli, generally known as Doughtoli, who helped kick off “Meet the Makers” in a TikTok put up by exhibiting how he turned a stuffed crust right into a Papa Johns Epic Stuffed Crust. The model can even help its menu promotions via the platform, starting with a 15-second spot highlighting a nationwide providing for its Epic Stuffed Crust.
Papa Johns’ newest model platform was created in partnership with The Martin Company, which was appointed the chain’s nationwide artistic company of report in December 2023. The platform sees the corporate persevering with to lean into model constructing in an effort to develop loyalty. Final spring, Papa Johns launched a “Higher Get You Some” model platform that was designed to showcase the methods its “Higher Elements, Higher Pizza” slogan involves life each via its components and thru the lives of its supporters.
A brand new advertising and marketing platform might assist Papa Johns in its ongoing efforts to interrupt out of a droop, with comparable gross sales in North America declining 4% 12 months over 12 months in This fall, per an earnings report. The chain additionally reported a 4% YoY decline in comparable gross sales in North America for the total 12 months of 2024 versus the year-ago interval. As a part of its bounce-back efforts, the corporate final 12 months rolled out the second part of a “Again to Higher” initiative in a bid to revitalize the model.
