Papa Murphy’s International is marking its 30th anniversary with the launch of a $35 million marketing initiative titled “Join the Take ‘N’ Bake Revolution.”
The new campaign was created in large part by Minneapolis-based Periscope, Papa Murphy's agency of record, and consists of print, television, radio, online and in-store elements.
A total of six television commercials will feature a new spokesperson who interacts with customers and employees, pointing out the revolutionary benefits of Papa Murphy's pizza. Additionally, Papa Murphy's website and Facebook page will encourage visitors to "Join the Take 'N' Bake Revolution."
"In this campaign, we're going back to the basics to really showcase what you can expect from Papa Murphy's – award-winning pizza that's handmade with loads of fresh ingredients and then baked and enjoyed only when you're ready. We're about giving our customers high value, low prices, plenty of choices and complete control over their dining occasion. The new campaign speaks to all of this,” said Jenifer Anhorn, Papa Murphy’s chief marketing officer.
The new campaign fits Anhorn's objectives when she joined Papa Murphy's as CMO less than a year ago. One of her first items of business was to expand the brand's digital marketing initiatives to meet old and new customers where they are flocking.
"We're not shifting our targeting at all, but making sure we are staying current with how the younger generations communicate," Anhorn said upon her appointment.
In addition to the media bombardment of the new campaign, Papa Murphy's will make available to its 1,250-plus employees a variety of T-shirts, in-store promotional pieces and other decorative items that encourage everyone to "Join the Take 'N' Bake Revolution."
Combo Magnifico launched today
Papa Murphy's will continue to celebrate its 30th anniversary milestone all year with in-store specials, according to Lindsi Taylor, director of corporate communications/marketing. However, these specials will vary by market.
Today begins another special occasion, however, as Papa Murphy's introduces the new Combo Magnifico Pizza, the first pizza to debut from its Italia line.
Starting with a new crust, the Combo Magnifico features a bold red sauce, large deli sliced pepperoni, sausage, mushrooms, onions, mozzarella and parmesan cheeses and zesty herbs. Other pizzas in the new Italia line are currently in test.
According to Carron Harris, Papa Murphy’s vice president of product development, the Combo Magnifico was designed to have well-balanced flavor.
“We engineered the sauce to have a wow factor by stimulating different taste senses. The sharpness of the garlic hits your taste buds first, followed up by the depth and zestiness of the herbs. And it ends nicely with the sweetness of the tomato," she said.
Harris said Papa Murphy's chose to call the new line by the Italia name because of the characteristics of the pizza – new bold sauce, the use of shredded parmesan cheese and Italian herbs.
"We surveyed our consumers on several Italian monikers and Italia truly resonated with them," she said.
The entire Italia line has been in test for 6 months in select markets.
The Combo Magnifico is made fresh each day in all Papa Murphy's locations and follows the same at-home baking instructions. Price and participation vary nationwide.