Messaging featuring “real people who own and operate Papa John’s restaurants in local communities” hopes to recede the negative connotations for the brand.
Papa John’s unveiled a new creative campaign titled “Voices” this week, according to QSR Magazine. The brand has faced a variety of negative press over the months, including the events surrounding founder John Schnatter’s resignation and the recent the recent resignation of chief development officer Timothy O’Hern. The hope is that this new message will revive the pizza chain’s lagging sales.
The campaign, directed by 20-year veteran Ramaa Mosley, takes the spotlight off of Schnatter and places the voice of the brand in the hands of the 120,000 employees that make up the 5,000-plus unit chain. The idea focuses on local restaurants reassuring their promise and commitment to providing exceptional service and quality pizza.
A microsite was also launched with the new advertisements, providing information on Papa John’s commitment to diversity, equity and inclusion. There, the company says “Together, we’re going to do better,” and goes on to outline the future goals for the brand.
Read the full article at qsrmagazine.com.