Papa Johns Introduces “Meet the Makers” to Highlight Brand Authenticity
Papa Johns, one of the leading pizza chains, has unveiled a fresh marketing initiative titled “Meet the Makers.” This innovative platform is designed to put a spotlight on its dedicated team members and the premium quality ingredients that go into every pizza.
The campaign incorporates food influencers and real Papa Johns employees to provide an exclusive behind-the-scenes look at the pizza-making process. Through engaging video content, team members will take over the brand’s social media channels to share their passion for crafting delicious pizzas. The initiative extends across multiple platforms, including national TV commercials, paid online media, and social media advertisements—both organic and paid.
First Creative Campaign Under CMO Jenna Bromberg
The “Meet the Makers” campaign marks the first major creative initiative under Jenna Bromberg, Papa Johns’ new Chief Marketing Officer (CMO). Bromberg, who joined the company in November, is leading the charge in refining Papa Johns’ marketing approach. Her role includes overseeing brand development, digital customer experience, and strategic marketing efforts.
Prior to her position at Papa Johns, Bromberg held key roles at well-known brands like Carter’s and Pizza Hut. Her experience in the food industry makes her well-equipped to drive innovation and customer engagement at Papa Johns.
Aligning with the “Better Ingredients, Better Pizza” Promise
Papa Johns has long been recognized for its “Better Ingredients, Better Pizza” slogan, emphasizing high-quality ingredients and superior craftsmanship. The “Meet the Makers” campaign aligns seamlessly with this message by offering an inside look into how the brand upholds this commitment.
The initiative showcases team members in action, demonstrating the enthusiasm and expertise behind each step of the pizza-making process. The first video spot features a dynamic, high-energy kitchen environment, highlighting the precision and passion that go into making every pizza. A second video will further introduce the personalities behind the brand, strengthening the emotional connection between the company and its loyal customers.
Influencer Collaborations Enhance Brand Reach
In addition to featuring team members, the “Meet the Makers” campaign leverages the power of social media influencers. One notable partnership includes Jacob Bartoli, also known as “Doughtoli” on TikTok. Bartoli, a Papa Johns team member and social media personality, helped kick off the campaign with a TikTok post demonstrating how he turned a stuffed crust into an Epic Stuffed Crust pizza.
By collaborating with influencers, Papa Johns aims to amplify brand awareness and reach a younger, digitally savvy audience. This approach not only enhances engagement but also strengthens the authenticity of the brand by showcasing real employees and their love for pizza.
Supporting Menu Promotions Through Engaging Content
Beyond storytelling, “Meet the Makers” will also serve as a platform for promoting Papa Johns’ latest menu offerings. The campaign’s first promotional content features a 15-second video spot highlighting the Epic Stuffed Crust pizza.
By integrating product promotions within the campaign, Papa Johns ensures that its marketing efforts remain both brand-focused and sales-driven. This strategy helps create an engaging narrative while simultaneously encouraging customers to try new menu items.
The Martin Agency: Driving Papa Johns’ Creative Vision
The Martin Agency played a crucial role in developing the “Meet the Makers” campaign. The agency was appointed as Papa Johns’ national creative agency of record in December 2023 and has been instrumental in shaping the brand’s refreshed marketing approach.
Papa Johns has been consistently working on brand-building strategies to foster long-term customer loyalty. This initiative follows last year’s “Better Get You Some” campaign, which reinforced the company’s commitment to quality ingredients and customer satisfaction.
Addressing Sales Challenges and Revitalizing the Brand
Papa Johns’ new marketing push comes at a critical time. The company has been facing declining sales in North America, with a 4% year-over-year drop in Q4. Additionally, the brand reported a 4% YoY decline for the full year of 2024, signaling the need for a strong turnaround strategy.
To combat these challenges, Papa Johns launched the second phase of its “Back to Better” initiative in 2023. This effort focuses on revitalizing the brand by enhancing customer experience, improving operational efficiency, and reinforcing its commitment to quality.
How “Meet the Makers” Strengthens Brand Connection
By humanizing the brand and showcasing the passionate individuals behind the pizzas, “Meet the Makers” aims to:
- Enhance brand authenticity through real employee stories
- Strengthen customer trust by showcasing high-quality ingredients
- Boost engagement with influencer collaborations and behind-the-scenes content
- Drive sales growth by promoting featured menu items within the campaign
The focus on storytelling and brand transparency is expected to create a strong emotional connection with customers, ultimately fostering brand loyalty and driving repeat purchases.
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