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Papa John&rsquo;s has experienced a lot of change recently, and it&rsquo;s a trend that doesn&rsquo;t appear to be slowing down. According to the brand&rsquo;s new CEO Steve Ritchie, Papa John&rsquo;s is rethinking its advertising and marketing strategies. After hiring a new creative agency of record, the brand has introduced its first new campaigns.

The new spots for Papa John&rsquo;s shift focus to value&mdash;Papa John&rsquo;s is now offering a $12,99 meal that includes a large, one-topping pizza, choice of bread side and a 2-liter drink. In addition to promoting value, Papa John&rsquo;s new ad campaigns are also playing on the brand&rsquo;s traditional &ldquo;Better Ingredients, Better Pizza&rdquo; tagline. But according to Ritchie, it&rsquo;s the new value approach to its pricing that is expected to resonate with consumers the most.

Ritchie said, &ldquo;The research is clear, even consumers who prefer Papa John&#39;s often choose a competitor because we are perceived to be too expensive. We intend to provide everyday accessible value to our consumers in 2018.&rdquo;

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QSR Magazine: Papa John’s Turns to Value in New Marketing Campaign

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The brand’s new CEO Steve Ritchie is focusing on value to attract more customers.

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QSR Magazine: Papa John’s Turns to Value in New Marketing Campaign

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