Papa Johns just introduced a major new marketing platform

ImageSource: YahooFinance

Papa John's has unveiled a fresh marketing approach called "Better Get You Some," in collaboration with The Martin Agency, to accentuate the essence of pizza enjoyment. This strategy, aimed at bolstering sales, emphasizes the pivotal role pizza plays in various life moments, from celebratory events to casual gatherings. Mark Shambura, Papa John's CMO, highlights the campaign's focus on showcasing how pizza enhances these experiences, going beyond merely promoting the quality of their products.

Evolving Pizza Business Dynamics

The pizza industry is undergoing transformation, with the rise of third-party delivery services expanding consumer options beyond traditional pizza chains. Amid a sluggish post-pandemic recovery in pizza sales, companies are striving to regain momentum in a more competitive landscape.

National Marketing Push and Increased Spending

Papa John's, seeking to maintain its competitive edge, has opted to increase its national marketing expenditure. Franchisees have agreed to elevate their contribution to the national marketing fund, aiming for more effective spending and greater visibility on a national scale.

Broadened Marketing Strategy

The "Better Get You Some" campaign marks a departure from Papa John's traditional focus on product quality and sports-centric marketing. Instead, it centers on the occasions when customers enjoy pizza, diversifying the company's marketing approach. Featuring Grammy-winning rapper Big Boi, the campaign leverages storytelling to connect with consumers on a personal level.

Introducing New Premium Product: Crispy Cuppy 'Rony

The campaign also serves as a platform to introduce Papa John's latest premium offering, the Crispy Cuppy 'Rony pizza, featuring cupping pepperoni. This limited-time product expands upon previous high-end offerings like Stuffed Crust and NY Style pizzas.

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