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Outkast's Big Boi Takes Pizza Fans on a Wild Ride for Papa Johns

02/04/2024
Advertising Agency
Richmond, USA
462
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The Martin Agency launches the pizza brands musical new brand platform

The new campaign, Better Get You Some, is a refreshed evolution of the brand’s signature, 'Better Ingredients. Better Pizza.' that aims to spotlight the brand’s category superiority. The new platform pays homage to pizza cravings through hypnotic visuals that nod to hip-hop, expressionist art, and pizza devotion.

Intended to take fans on a wild ride, the new brand platform tickles the limbic system thanks to top-tier talent, including two-time Grammy Award-winning director Dave Meyers. Plus, Papa Johns tapped six-time Grammy award-winning rap artist and Atlanta native Big Boi to produce the campaign’s magnetic hook.

“We have an incredible opportunity to drive emotional impact with one of the world’s most beloved foods - pizza! Our new platform commands attention with youthful energy while unlocking those drool-inducing, crave-worthy moments where there’s no going back on that pizza order. Uniquely matched with cultural easter eggs to create additional intrigue, we’ve landed a body of work that we believe will be category-shifting, memorable, and speak the universal love language of pizza devotion.” said Jaclyn Ruelle, VP head of brand, Papa Johns.

“If pizza can’t be fun, nothing can be fun. That is how we approached this pitch and it shows in the launch work. Fresh music, fresh design and fresh art all come together in service of Better Ingredients and Better Pizza. We’re going to keep giving the Pizza Cult what the Pizza Cult wants.” said Jerry Hoak, chief creative officer, The Martin Agency.

Credits
Brand
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