Papa John's new campaign builds on its previous slogan, “Better Ingredients, Better Pizza.” | Photo courtesy of Papa John's.
Apparently better ingredients and better pizza aren't enough for Papa John's.
The Atlanta-based pizza delivery chain on Tuesday unveiled a new marketing platform, “Better Get You Some,” designed to focus on why people enjoy pizza and build on its longtime tagline.
The platform was created in partnership with The Martin Agency as part of a spring marketing drive aimed at increasing sales. The campaign features music from Grammy Award-winning rapper Big Boi.
“'Better Get You Sam' captures and champions the role our passion for pizza plays in our lives,” Papa John's Chief Marketing Officer Mark Schiambra said in a statement. said. “Whether it's cheering on their favorite team during a championship, catching up with a friend they haven't seen in a while, or wrapping up a late-night study session, we're the only moments in the world that make them better. Introducing pizza.
“We're not just explaining why our pizza is better,” he added. “We're going to show you how great the Papa John's experience is.”
The campaign also reveals the evolution of the pizza business. The sector was built on the foundation of high-value pizza delivery to consumers, but the advent of third-party delivery to a wider range of restaurants has changed the game. The pizza chain's sales have been slow to recover from the pandemic, largely due to losses in delivery business from high-spending customers looking for a wider range of options.
This forces chains to work harder to increase sales and establish themselves in a more competitive market.
Rapper Big Boi provided the soundtrack for Papa John's new ad.
Papa John's has emerged from the pandemic generally outperforming its major rivals, but it has chosen to increase marketing spending on a national level. Franchisees agreed earlier this year to increase their contributions to the National Marketing Fund from 5% to 6% of revenue. But you no longer need to spend money on local marketing.
Management believes this will make marketing spend more efficient and give it a stronger voice nationally.
The campaign also expands Papa John's marketing strategy. The company typically focuses much of its marketing on quality, while also targeting sports enthusiast customers.
“Better Get You Some” focuses on customers enjoying pizza. One ad features a woman who is bored on a date and starts daydreaming about pizza while listening to Big Boi rap.
This also gives the company the opportunity to sell its latest premium product, Crispy Cuppy Ronnie, featuring cupping pepperoni. This pizza is available for a limited time and is in addition to previous premium pizzas such as Stuffed His Crust and New York Style His Pizza.
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