Papa John's takes the competition 'lying down' with new campaign

Papa John's has partnered with northeastern U.S. mattress retailer, Raymour & Flanigan, to promote both brands through a new campaign that gives customers who purchase $500 or more at one of the mattress stores to then receive a year worth of monthly pizzas from Papa John's, according to an Ad Age story

Specifically, those who purchase any mattress brand of at one of Raymour & Flanigan's 120 stores will receive one free large cheese pizza from Papa John's every month for a year. The campaign is supported by TV spots and social media promotions and is designed to extol the virtues of the mattress retailer's store-delivered un-boxed mattresses over the increasingly popular boxed and shipped mattress retailers. 

As the mattress buyer in the TV ad says, while eating Papa John's pizza from a box and watching his mattress being delivered, "Mattresses shouldn't come in a box — pizza comes in a box." 

Papa John's has suffered from dipping stock values since the comments its founder and former CEO John Schnatter made last yearblaming the chain's former NFL partnership for sliding sales. Since then, the chain has watched numerous executives depart for other jobs, including, most recently, CMO Brandon Rhoten.
The new promotion runs through mid-June in the seven states where the mattress retailer operates. 

Topics: Business Strategy and Profitability, Marketing / Branding / Promotion

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