In 2024, Papa Johns needs to have a good time the tradition of pizza, and it’s tapping The Martin Company to deal with these tasks.
Earlier this yr, the model employed Mark Shambura, the previous CMO of MOD Pizza, to guide the model as CMO. He’s targeted 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 brand 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 evaluation, IPG’s The Martin Company competed in opposition to two Stagwell outlets, 72andSunny and Anomaly, and Omnicom’s TBWAChiatDay for the account. Pile and Firm performed the evaluation for the model, which spent an estimated $255 million on measured media in 2023, in accordance with COMvergence.
“The model is targeted on balancing present clients with the subsequent technology of Papa Johns clients 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 facility of platforms.”
Breaking out of a ‘sea of sameness’
In a class pushed by limited-time presents and worth, Shambura’s objective in 2024 is join deeper with tradition to be extra high of thoughts for customers. He doesn’t view model and efficiency advertising as a pendulum swinging backwards and forwards for a model, however as two concentric circles that should stay aligned.
That objective is the place The Martin Company and Carat stood out as being the best pair for the model as a result of Martin’s artistic chops and Carat’s understanding of information and monitoring private profiles by means of its Merkury product.
To do that, the model needs to be greater than its longtime slogan “Higher Components. Higher Pizza.”
“We need to be the pizza model that basically celebrates that tradition of pizza, not simply specializing in the meals, however the complete premium expertise,” Shambura mentioned, including, “for us, it’s imbuing much more emotion into our model and into the class than we’ve seen up to now.”
Finally they need to reduce by means of the “sea of sameness” within the class, mentioned Ruelle, who spent the earlier 12 years company aspect with MullenLowe and The Martin Company. “How can we escape of that form of monotony that you simply see the class fall into the place we’re all form of shouting worth factors, and it turns into this coupon wallpaper, in a way.”