Papa John's, the Official Pizza Sponsor of the National Football League (NFL), launched an extensive integrated advertising and social media campaign to kick off the NFL season this week. Platforms include television, radio, digital, activation, and promotional marketing.
The TV campaign stars John Schnatter, Papa John's founder, chairman, and CEO, and Peyton Manning, Denver Broncos quarterback and Papa John's franchisee, and carries the theme "Up Your Game."
The campaign is the first major effort from Grey New York since it became Papa John's national advertising agency of record in February.
"When you want to become the world's favorite pizza, it only makes sense to team-up with the world's favorite quarterback," Schnatter says.
Manning and Schnatter are identified at the beginning of each commercial with their own supers "Pizza Maker" and "Play Maker" before engaging in their humorous, teasing banter on all things pizza and football. The conversation continues across six 30-second spots running throughout the season, highlighting new limited-time offerings, supported by a flight 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,” says Bob Kraut, Papa John's chief marketing officer. “We have the best spokespeople in the business and they drive that message home: 'Better Ingredients, Better Pizza, Better Football' in our seasonal tagline."
The new season's first ads promote a Kickoff Special, any large two-topping pizza for $10, plus a mega-chocolate chip cookie for $5 more.
The ad campaign will be amplified by a digital and social media activation effort. Digital video, featuring Papa John, will announce a season full of pizza, prizes, contests, football experiences, and fan-related content under the banner of #UpYourGame.