Papa John's, the internationally renowned pizza chain and official “Pizza Sponsor” of the NFL, has launched a new integrated advertising and social media campaign to coincide with the start of the 2014/2015 NFL season, which kicks off this week. The campaign, which will utilise television, radio, digital, activation and promotional marketing, is the first major work from Grey New York for the pizza restaurant chain since it became their agency of record back in February.
The campaign is centred around a series of TV spots featuring the Denver Broncos quarterback, Peyton Manning, who also happens to be a Papa John's franchise owner
The campaign is centred around a series of TV spots (the first of which can be viewed below) featuring the Denver Broncos quarterback, Peyton Manning, who also happens to be a Papa John's franchise owner. Manning has been getting quite a bit of advertising work of late, having also debuted this week in the new TV campaign for Nationwide Mutual Insurance. The ads, which carry the “Up Your Game” theme, also features the charismatic founder, chairman and CEO of the chain, 'Papa' John Schnatter, who is shown trading banter with the superstar quarterback and definitely holding his own.
Papa John's: It Works
Both stars are identified at the beginning of each commercial with their own 'super' monikers; "Pizza Maker" and "Play Maker" before engaging in their humorous, teasing banter on all things pizza and football. There are six 30-second spots in total, which will run throughout the season on CBS, FOX, NFL Network and more than 50 cable channels and will be supported by a brace of supplementary 15-second spots. On utilising Manning, who is currently one of the NFL's most popular players, Schnatter has said, “When you want to become the world's favourite pizza, it only makes sense to team-up with the world's favourite quarterback." On a more financial note, he also adds that "Papa John's sponsorship with the NFL has led to increased marketing exposure in local markets and financial gains for franchisees, based on 20 sponsorships with individual teams in 2014.”
There are six 30-second spots in total, which will run throughout the season and will be support by a brace of supplementary 15-second spots
Bob Kraut, the chief marketing officer at Papa John's, said, "Papa John's passion for delivering great food matches fans' passion for enjoying great football.” He also feels the brand has the “Best spokespeople in the business,” that help drive the “Better Ingredients, Better Pizza, Better Football” tagline. Tor Myhren, chief creative officer of Grey Worldwide, says the campaign can be summed up thusly; "Peyton knows football, and Papa knows pizza." He says they took a simple approach with the ads because "These are two incredibly charismatic guys, so the campaign is designed to let them be themselves and talk about what they know."
'Papa' John Schnatter (left) and Peyton Manning (right)
Grey New York and Papa John's will be amplifying their message with the most extensive digital and social media marketing effort in the brand's history. 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.” There are also unique social media events planned such as the “Up Your Celebration Dance,” where fans will be able to share their favourite end zone dances for a chance to win prizes and meet their sporting heroes.
Official Grey New York Website
Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK. He frequents his own local Papa John's so often that the staff know him by name.
