Advertising agency WDCW introduced a new campaign for Papa Murphy’s Pizza, dubbed "Love at 425 Degrees."
This campaign highlights the company's core purpose of bringing families together through food people love. It represents the first work from WDCW since becoming the agency of record for Papa Murphy’s, the fifth-largest pizza chain in the nation, in October following a two-month pitch process.
The new campaign features moments all families know. Some “hot,” where kids use mom’s cookware as a drum set, others “cold,” where everyone in the family is so absorbed in their own technology devices they might as well be on different planets rather than in the same living room. In the end, the perfect temperature, the temperature that brings families together, is 425 degrees—the same temperature Papa Murphy’s take-and-bake pizzas bake at in a home oven.
In an effort to keep the spots authentic, no actors were hired for the commercials. Rather, real families were cast to live out hot, cold, and perfect “love at 425 degrees” moments in their own homes. In keeping with unfiltered nature of the campaign, most of the food was also shot with natural light, in real homes.
"During the pitch, we had the opportunity to attend Papa Murphy’s national convention,” says Tracy Wong, WDCW's chairman and executive creative director. “There we saw the brand lived out first hand and realized Papa Murphy’s is all about love. Love for their product, love for their employees and franchise owners, and love for their customers. That’s where the campaign was born. Making this campaign about love was an easy call.”
"We hear all the time how our pizza gives moms and dads an easy way to get their families together for dinner. People reconnect over our pizza. We're very excited to have advertising that captures that feeling," says Ken Calwell, Papa Murphy’s CEO.
At launch, the campaign includes three new spots which air in over 60 markets across the U.S. and Canada. Additional components include radio, print, and POP. Other executions including Web updates and public relations campaigns, also planned for early 2013.
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