In 2024, Papa Johns desires to have fun the tradition of pizza, and it’s tapping The Martin Company to deal with these duties.
Earlier this 12 months, the model employed Mark Shambura, the previous CMO of MOD Pizza, to steer the model as CMO. He’s centered on capitalizing on the model’s premium positioning within the class, and do much less speaking at customers and extra connecting with them, which is the place The Martin Company stood out to him and Jaclyn Ruelle, Papa Johns’ head of name. The model additionally employed Dentsu’s Carat to deal with its media shopping for.
Camp + King and Havas previously held the artistic and media accounts, respectively. Within the closing spherical of the account assessment, IPG’s The Martin Company competed towards two Stagwell retailers, 72andSunny and Anomaly, and Omnicom’s TBWAChiatDay for the account. Pile and Firm performed the assessment for the model, which spent an estimated $255 million on measured media in 2023, in line with COMvergence.
“The model is concentrated on balancing present prospects with the subsequent era of Papa Johns prospects and doing so by going past the standard video spot and diving deeper into subcultures,” Shambura advised Adweek. “It’s about creativity and concepts, [The Martin Agency] confirmed up time and time once more with the ability of platforms.”
Breaking out of a ‘sea of sameness’
In a class pushed by limited-time provides and worth, Shambura’s aim in 2024 is join deeper with tradition to be extra high of thoughts for customers. He doesn’t view model and efficiency advertising and marketing as a pendulum swinging forwards and backwards for a model, however as two concentric circles that should stay aligned.
That aim is the place The Martin Company and Carat stood out as being the precise pair for the model as a result of Martin’s artistic chops and Carat’s understanding of information and monitoring private profiles by its Merkury product.
To do that, the model desires to be greater than its longtime slogan “Higher Substances. Higher Pizza.”
“We need to be the pizza model that basically celebrates that tradition of pizza, not simply specializing in the meals, however your entire premium expertise,” Shambura mentioned, including, “for us, it’s imbuing much more emotion into our model and into the class than we’ve seen to this point.”
In the end they need to lower by the “sea of sameness” within the class, mentioned Ruelle, who spent the earlier 12 years company facet with MullenLowe and The Martin Company. “How can we escape of that sort of monotony that you just see the class fall into the place we’re all sort of shouting value factors, and it turns into this coupon wallpaper, in a way.”
