Advertising Age reported Papa Johns launched a review to find its new White advertising agency.
Then again, an extra accurate statement would read, “its next White advertising agency,” as the pizza chain regularly delivers more RFPs than, well, pizzas—or NDAs.
The company PR declared, “Papa Johns is currently inviting a select number of creative agencies to participate in a pitch as we lean into bold, culture-forward marketing that transforms how people see Papa Johns nationally while accelerating our local marketing efforts.”
Papa Johns regularly delivers bullshit too.
Papa Johns begins creative agency review
By Erika Wheless
Papa Johns has launched a creative agency review as the chain looks to reassert itself in the pizza category. It is parting ways with incumbent The Martin Agency, which has held the account since late 2023.
“Papa Johns is currently inviting a select number of creative agencies to participate in a pitch as we lean into bold, culture-forward marketing that transforms how people see Papa Johns nationally while accelerating our local marketing efforts,” Papa Johns shared in a statement to Ad Age.
Papa Johns declined to share what agencies are participating or if it is using a consultant, saying, “to protect the integrity of work that may be shared, the details of this process will be kept confidential.”
Jerry Hoak, chief creative officer of The Martin Agency, in a statement to Ad Age, said: “Last quarter, our Meet the Makers campaign was credited on the earnings call for helping deliver strong Q2 results. Today we’re unfortunately saying goodbye to a brand we love. Sometimes that’s business. We wish Papa Johns and their next agency well.”
The review comes 11 months after Jenna Bromberg joined Papa Johns as chief marketing officer. Bromberg has been focusing on bolstering the brand’s efforts around social media and creators, as well as limited-edition product drops for rewards members, such as a croissant-crust pizza.
Papa Johns’ recent “Meet the Makers” campaign from Martin focused on the chain’s back-of-house employees.
“Meet the Makers” was a shift from Papa Johns’ “Better Get You Some” campaign, also from Martin, that ran last year and did not perform well. During an analyst day last December, shortly after she joined the brand, Bromberg signaled that she was not pleased with the “Better Get You Some” work.
“The execution and timing didn’t resonate as we’d hoped. We got out of position on value,” Bromberg said then. But she seemed to be happier with the “Meet the Makers” work.
“When I came in, we got the ‘Meet the Makers’ brief going and boy did they rise to the occasion,” Bromberg told Ad Age this summer. “They did a beautiful job and they’ve been great partners for us.”
However, Papa Johns has only seen modest improvement in same-store sales. The brand reported that North America comparable sales were up 1% in the second quarter ended June 29. Its comparable sales were down 3% in the first quarter.
Papa Johns is the nation’s third-largest pizza chain, behind Domino’s and Pizza Hut. Domino’s reported that its U.S. same-store sales rose 3.4% in the second quarter, while Pizza Hut reported that its U.S. same-store sales were down 5% during the same period. Pizza Hut is currently updating its logo.
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