Papa Johns has launched a new brand platform titled “Meet the Makers,” aiming to spotlight the dedication of its team members and the premium quality of its ingredients. This initiative marks the first major campaign under the leadership of Chief Marketing Officer Jenna Bromberg, who assumed her role in November 2024.
Behind-the-Scenes Content
The “Meet the Makers” campaign offers consumers an intimate look into the pizza-making process. Featuring real Papa Johns team members, the campaign showcases behind-the-scenes content that highlights the passion and enthusiasm embedded in each step of crafting their pizzas. This approach not only emphasizes the brand’s commitment to quality but also humanizes the faces behind the product.
Influencer Collaborations
To broaden its reach and engage with a diverse audience, Papa Johns has partnered with food influencers. Notably, team member and TikTok personality Jacob Bartoli, known as Doughtoli, has been instrumental in promoting the campaign. In his TikTok posts, he creatively demonstrates how he transforms a stuffed crust into Papa Johns’ Epic Stuffed Crust, blending entertainment with authentic brand representation.
Omnichannel Strategy
The campaign is strategically disseminated across multiple channels, including national television, paid online media, and both organic and paid social platforms. This comprehensive approach ensures that the brand’s message resonates with a wide audience, reinforcing its longstanding slogan, “Better Ingredients, Better Pizza.”
Agency Collaboration
Developed in collaboration with The Martin Agency, appointed as Papa Johns’ national creative agency of record in December 2023, the “Meet the Makers” platform underscores the company’s dedication to brand building and fostering customer loyalty.
Addressing Sales Challenges
This initiative comes at a pivotal time, as Papa Johns reported a 4% year-over-year decline in comparable sales in North America for the fourth quarter of 2024. By focusing on authentic storytelling and quality, the brand aims to reconnect with consumers and revitalize its market presence.
In essence, the “Meet the Makers” campaign serves as a testament to Papa Johns’ commitment to transparency, quality, and the people behind the product, striving to strengthen its bond with customers and reaffirm its position in the competitive pizza industry.