Sept. 4, 2014
Papa John's has introduced a new integrated advertising and social media campaign to kick off the NFL season this week. Platforms include television, radio, digital, activation and promotional marketing, according to a news release.
The TV campaign features the brand's founder and CEO John Schnatter, as well as Denver Broncos' quarterback and Papa John's franchisee, Peyton Manning. The theme of the campaign is "Up Your Game" and is the first spot created by the brand's new AOR, Grey New York.
During the spots, Manning and Schnatter are identified with their own "Pizza Maker" and "Play Maker" before engaging in humorous football and pizza-related banter. The conversation continues across six 30-second spots running throughout the NFL season, highlighting new LTOs. It is also supported by a series of 15-second spots.
The ads will appear on CBS, FOX, NFL Network and more than 50 cable channels.
"Papa John's passion for delivering great food matches fans' passion for enjoying great football. We have the best spokespeople in the business and they drive that message home: 'Better Ingredients, Better Pizza, Better Football' in our seasonal tagline," CMO Bob Kraut said in the release.
The new ads also promote an NFL kickoff special, where guests can order any large two topping pizza for $10, and a a mega-chocolate chip cookie for $5 more.
Social media focus
In addition to the TV spots, the campaign features the most extensive social media effort in the company's history, the release said. Digital video, featuring Schnatter, will announce a season full of pizza, prizes, contests, football experiences and fan-related content under the banner of #UpYourGame.
Social media activities include:
- Up Your Celebration Dance: Fans will have the opportunity to share their end zone dances on Twitter and Instagram for a chance to receive prizes and meet football players;
- Papa John and Buzzfeed: The Up Your Game message will come to life in Buzzfeed-branded content football stories sponsored by Papa John's.