Marketing
Papa Murphy's Pizza month attack on 'frozen slabs of sadness'
October 1, 2020
Take-and-bake pizza brand, Papa Murphy's, is using the start of this National Pizza Month as occasion to turn America off of grocery-bought frozen pizza and on to its product through an innovative marketing campaign and search to find the nation's "oldest frozen pizza."
Calling such freezer staples "frozen slabs of sadness" in its news release about the campaign, Papa Murphy's said the social media-based contest will ultimately award three grand prizes. Each of those prizes include a year of Papa Murphy's, a new freezer and a gift card to fill it the three things consumers surveyed said actually should be in freezers: meat, ice cream and vegetables.
Consumers who post a photo or video of their frozen fossilized pie between now and Oct. 8 on Twitter, along with its expiration date in clear view and the tag @PapaMurphy's and hashtags #pizzaexchange and #sweepstakes, will be eligible to win one of the three freezers of food.
According to the brand's survey of consumers, more than half of respondents said in a perfect world they would choose never to eat frozen pizza, with a third of those polled admitting they had uncovered frozen pies in their freezer they had either forgotten about or had no idea when they had purchased.
"Consumers consider frozen pizza a meal of last resort, and that's why so many sit in freezers forever," Kim McBee, Papa Murphy's CMO and senior vice president of customer experience, said in the release. "Pizza lovers deserve better and, frankly, so does pizza. With the Search for America's Oldest Frozen Pizza, we're hoping to remind people that there is a better way to pizza — fresh from Papa Murphy's."
Papa Murphy's Holdings Inc. has stores in the United States, Canada and the United Arab Emirates.
The company is based in Vancouver, Washington.
