March 28, 2011 // Franchising.com // VANCOUVER, Wash. – Fifty million people did it over the past year, and today Papa Murphy's International is challenging everyone to "Join the Take 'N' Bake Revolution" with the launch of its 2011 marketing initiative. The new campaign is based on revolutionary ideas the take 'n' bake chain brought to the market 30 years ago:
The new campaign was created in large part by Papa Murphy's agency of record Minneapolis-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."
Jenifer Anhorn, Papa Murphy's Chief Marketing Officer, explains how the new message works to reinforce the brand's core strengths. "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. 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."
Papa Murphy's is the fifth-largest pizza chain in the country and a revolutionary of the take 'n' bake pizza segment. Papa Murphy's operates over 1,250 franchised and corporate-owned locations in 37 states and Canada. The Vancouver, Wash.-based company offers custom-made pizzas featuring high-quality, fresh toppings generously layered on pizza dough that is made fresh each morning in each store. By baking Papa Murphy's pizzas at home, customers get to experience the home-baked aroma of a convenient, delicious meal that the brand is known for. In addition to handmade pizzas, the company offers other take 'n' bake items such as Cheesy Bread, Cinnamon Wheels, and chocolate chip cookie dough. Papa Murphy's was voted "#1 Rated Pizza Chain" by participants in Zagat Survey's 2010 Fast Food Survey and is a four-time recipient of Pizza Today's Chain of the Year award. For more information, visit www.papamurphys.com or go to Facebook at www.facebook.com/papamurphyspizza.