Papa John's Partners with The Martin Agency and Carat in Advertising Revamp
Papa John's selects The Martin Agency and Carat to revamp their marketing strategies, focusing on cultural resonance, enhanced targeting, and customer loyalty
Papa Johns has announced today (Dec. 12) that it has appointed The Martin Agency as its national creative agency of record and Carat U.S. as its national media agency of record, according to a press release shared with Our Website. The pizza chain will start working with both agencies in January.
These appointments come after a review process that began in August. The Martin Agency and Carat presented insight-driven strategies to Papa Johns that aim to enhance the brand's relevance and appeal, improve audience targeting, increase loyalty, and generate cultural buzz, as stated in the press release.
"We are thrilled to have found partners in Martin and Carat US who wholeheartedly embrace our goal of becoming the leading global pizza company," stated Papa Johns CMO Mark Shambura. "Both companies utilize state-of-the-art technology to provide valuable insights, share our belief in making pizza a fun experience, and are committed to promoting diversity, equality, and inclusion."
Dentsu’s Carat U.S. is taking charge of the company's media buying and planning within the United States, with a focus on "people-based marketing" to drive improved performance. Additionally, The Martin Agency will be developing a comprehensive marketing strategy, which will include an omnichannel campaign spanning TV, online video, digital content, paid social, media sponsorships, and the company's owned brand platforms.
"According to Jerry Hoak, executive creative director at The Martin Agency, people's love for pizza is unmatched when compared to other popular searches on Google Trends such as Barbie, pumpkin spice latte, or celebrities. He expressed the agency's excitement to work with Papa Johns and Carat to change the perception that all pizzas are the same. This comes after the hiring of Shambura, who previously served as CMO at Mod Pizza, as part of Papa John's efforts to strengthen its marketing strategy. The agency review will be handled by Pile and Company."
