Papa John's Launches New Campaign To Kick Off The 2014 NFL Season
Peyton Manning and Papa John Up Their GameMost Extensive Social Media Effort in the Company's History
September 04, 2014 --
NEW YORK, Sept. 4, 2014 /PRNewswire/ --Papa John's, the Official Pizza Sponsor of the NFL, launches an extensive new integrated advertising and social media campaign to kick off the NFL season this week. Platforms include television, radio, digital, activation and promotional marketing.
The TV campaign stars John Schnatter, Papa John's founder, chairman and CEO, and Peyton Manning, Denver Broncos quarterback and Papa John's franchisee, and carries the theme "Up Your Game."
The campaign is the first major effort from Grey New York since it became Papa John's national advertising agency of record in February.
John Schnatter said, "When you want to become the world's favorite pizza, it only makes sense to team-up with the world's favorite quarterback."
Manning and Schnatter are identified at the beginning of each commercial with their own supers "Pizza Maker" and "Play Maker" before engaging in their humorous, teasing banter on all things pizza and football. The conversation continues across six :30 spots running throughout the season, highlighting mouth-watering, new limited time offerings, supported by a flight of :15 spots. The ads will appear on CBS, FOX, NFL Network and more than 50 cable channels.
Bob Kraut, Papa John's chief marketing officer, said, "Papa John's passion for delivering great food matches fans' passion for enjoying great football. We have the best spokespeople in the business and they drive that message home: 'Better Ingredients, Better Pizza, Better Football' in our seasonal tagline."
The new season's first ads promote a Kickoff Special: any large two topping pizza for only $10 plus a mega-chocolate chip cookie for $5 more.
The ad campaign will be amplified via the most extensive digital and social media activation effort in the company's history. Digital video, featuring Papa John, will announce a season full of pizza, prizes, contests, football experiences and fan-related content under the banner of #UpYourGame.
Social media activities include:
- Up Your Celebration Dance: Fan will have the opportunity to share their end zone dances on Twitter and Instagram for a chance to receive big prizes and meet football favorites
- Papa John and Buzzfeed: The Up Your Game message will come to life in Buzzfeed branded content football stories sponsored by Papa John's
"Peyton knows football, and Papa knows pizza," said Grey Worldwide Chief Creative Officer Tor Myhren. "These are two incredibly charismatic guys, so the campaign is designed to let them be themselves and talk about what they know."
Contact: Owen Dougherty
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