Papa Johns, a leading name in the pizza industry, has embarked on a transformative journey to revitalize its brand image and engage consumers on a deeper level.
Spearheaded by Jaclyn Ruelle, VP, Head of Brand at Papa Johns, the initiative aims to inject youthful energy and emotional resonance into the company’s marketing campaigns, marking a significant milestone in its evolution.
At the heart of the brand refresh is a strategic approach to timing and innovation. Ruelle explains, “We were poised to introduce a groundbreaking pizza innovation to the market, which served as the catalyst for our brand refresh. We recognized the need to modernize and infuse our brand with more emotion, tapping into consumers’ deep love for pizza.”
Papa John’s “Better Get You Some” campaign embodies this sentiment and entices consumers to crave its pizza.. “We want our brand to resonate with consumers on a visceral level,” says Ruelle. “Our goal is to create memorable experiences that inspire people to choose Papa Johns when their pizza craving strikes.”
For Papa Johns to reach consumers across multiple channels, it is reinvigorating its messaging. As a result of this, Papa Johns is expanding its marketing platform beyond traditional television advertising to ensure widespread exposure throughout the company. Furthermore, this approach is applicable to internal employees within the corporation as well as restaurants. In addition to transcending conventional advertising practices, the marketing strategy includes robust engagement across social media platforms. Creating engaging content to entertain and captivate audiences is part of this process.
As consumers are bombarded with messages and entertainment options, Papa Johns aims to stand out by creating eye-catching content that sparks meaningful interactions. Furthermore, Papa Johns intends to expand its digital presence as well. The brand has taken a unique approach to enhance its digital marketplace presence, which is similar to what ZOA Energy did recently beginning with its ad campaign featuring Dwayne Johnson.
“We’re expanding beyond traditional advertising to engage consumers wherever they are,” notes Ruelle. “From social media to loyalty programs, we’re creating entertaining content that sparks conversations and drives brand affinity.”
For Papa Johns, TikTok and Instagram are pivotal platforms, especially when it comes to reaching younger demographics. As Ruelle explains, “we’re leveraging these platforms to connect with the next generation of pizza lovers.” “Our goal is to create engaging, memorable content that drives engagement and loyalty through creating content that’s both entertaining and memorable.”
Moreover, the brand refresh aligns with Papa John’s overarching mission of ‘back to better 2.0,’ which emphasizes a commitment to excellence across all aspects of the company. “We’re not just focused on advertising; we’re committed to providing exceptional products and experiences,” says Ruelle. “We want every touch point in our brand experience to be exceptional from the moment consumers interact with our brand up to the moment their pizza arrives.”
It is a bold brand refresh from Papa Johns, which signifies a new chapter in its journey to delight pizza fans all over the world, as it continues to innovate and evolve. Papa Johns is poised to solidify its position as a beloved icon in the pizza industry with a renewed focus on emotion, engagement, and excellence.
