Papa Murphy's Unveils Campaign Celebrating Its Unique 'Take and Bake' Offering

Papa Murphy’s, the leading 'take and bake' pizza brand, is launching its first brand campaign in years and first work from its new creative agency partner, The Marketing Arm, which was named last year.  

The campaign, 'Together we Pizza', highlights the brand’s unique 'take and bake' proposition – which differentiates it from other pizza providers.  The message is “We make great pizza, so you can make the pizza great.”  And the tagline is “Change the way you pizza.”

In a series of anthemic and shorter-length spots, the campaign celebrates the special relationship between the Papa Murphy’s crew and their “take and bake” guests, while also capturing those “at home” moments that the brand strives to create.  Accompanying the brand campaign is an online promotion offer to help encourage trial.

"Papa Murphy’s offering is unique—freshly made pizza you take home to bake (and personalize) yourself," notes Harris Wilkinson, chief creative officer at The Marketing Arm.  "With practical moving sets, an ongoing story of a father’s efforts to take sole credit for the meals, and the line 'We make great pizza, so you can make the pizza great,' we tell this complex story in a simple, compelling, and funny way."

The new Papa Murphy’s work debuts this month in select markets across the U.S.  Its promise of “take and bake” provides flexibility and is particularly timely given the high volume of pizza orders at this time of year as people gather around their television screens to watch the NFL playoffs and Big Game. 

The campaign will also include radio and digital elements.