Papa Murphy's, a take 'n' bake pizza chain, is celebrating its 30th anniversary and launching its 2011 marketing initiative.
The campaign is based on four pillars: Pizza made fresh in front of customers eyes and baked fresh in their own home oven; pizza topped with an abundance of high-quality ingredients; pizza that's handmade and customizable; and pizza that is high in quality, but low in price.
The new campaign was created in large part by Papa Murphy's agency of record, Minneapolis, Minnesota-based Periscope, and consists of print, television, radio, online, and in-store elements.
A total of six television commercials feature a new spokesperson who charmingly interacts with customers and employees, pointing out the revolutionary benefits of Papa Murphy's pizza.
Two of the six commercials can be viewed on Papa Murphy's YouTube channel at www.youtube.com/papamurphyspizza. Additionally, Papa Murphy's website and Facebook page 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," says Jenifer Anhorn, chief marketing officer at Papa Murphy's. "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."
Anhorn says Papa Murphy's will soon make available to its 1,250+ stores team member t-shirts, in-store promotional pieces, and other décor items that encourage everyone to "Join the Take 'N' Bake Revolution."