Papa Murphy's Unveils Campaign Celebrating Its Unique 'Take and Bake' Offering
Papa Murphy’s, the leading 'take and bake' pizza brand, is launching its first brand campaign in years and first work from its new creative agency partner, The Marketing Arm, which was named last year.
The campaign, 'Together we Pizza', highlights the brand’s unique 'take and bake' proposition – which differentiates it from other pizza providers. The message is “We make great pizza, so you can make the pizza great.” And the tagline is “Change the way you pizza.”
In a series of anthemic and shorter-length spots, the campaign celebrates the special relationship between the Papa Murphy’s crew and their “take and bake” guests, while also capturing those “at home” moments that the brand strives to create. Accompanying the brand campaign is an online promotion offer to help encourage trial.
"Papa Murphy’s offering is unique—freshly made pizza you take home to bake (and personalize) yourself," notes Harris Wilkinson, chief creative officer at The Marketing Arm. "With practical moving sets, an ongoing story of a father’s efforts to take sole credit for the meals, and the line 'We make great pizza, so you can make the pizza great,' we tell this complex story in a simple, compelling, and funny way."
The new Papa Murphy’s work debuts this month in select markets across the U.S. Its promise of “take and bake” provides flexibility and is particularly timely given the high volume of pizza orders at this time of year as people gather around their television screens to watch the NFL playoffs and Big Game.
The campaign will also include radio and digital elements.
“Together we Pizza”
Client: Papa Murphy’s
Chief Marketing Officer: Kim McBee
VP, Marketing: Tracey Ayers
Senior Director, Marketing: Leslie Thompson
Senior Brand ManagerL JR Foster
Culinary Manager: Julia Eisenhut
Agency: The Marketing Arm
Chief Creative Office: Harris Wilkinson
Senior Vice President: Leo Santos
Group Creative Director: Steve Hinckle
Associate Creative Director: Mike Brownell
Associate Creative Director: Claudio Venturini
Copywriter: Nicole Gausman
Copywriter: Caleb Bishop
Senior Vice President: Lori Thelen
Account Director: Sunny Bandy
Account Supervisor: Nick Zitaglio
Assistant Account Executive: Molly Mehle
Senior Producer: Stephanie Murdoch
Vice President: Diana Schroeder
Senior Production Manager: Meredith Carpenter
Senior Production Manager: Kelly Lenthe
Production Coordinator: Jeanne Canright
Vice President, Strategy: Chris Lee
Senior Strategist: Chelsea Dynes
Production Company: Natural Selection
Director: John Suits
Editorial House: Natural Selection
Editor: John Suits
Music: Shuffle Stomp
FX: Warner Chappell
Category: Food , Home baking