Papa Murphy’s makes it, and you bake it. So, in this campaign, we empower consumers who are ready to take things to the next level in the kitchen, by encouraging them to Bake It Up a Notch. Through witty social across multiple channels, we captured the undeniably charming love we have for pizza, increasing social engagement and driving purchase for Papa Murphy’s.
POST COPY: To me, you are pizza. And pizza is perfect 🍕 #BakeItUp
POST COPY: Pizza is not just dinner – it’s a state of mind 🍕#BakeItUp
POST COPY: Pizza: The eternal MVP #BakeItUp #WorldSeries
POST COPY: You are getting hungry. Vvveeerrryyy hungry 🍕So order a pizza online and get a FREE large signature pepperoni pizza when you use code [FREEPEP] #NationalPepperoniPizzaDay #BakeItUp
POST COPY: Cheese is the bee’s knees. Wait, did we just write a poem? 🧀 #NationalCheeseLoversDay #BakeItUp
We used fun, thumb-stopping images to engage with fans and build our own brand of pizza community around our characters Matt and Molly…
…And we took to Twitter and let people know what Papa Murphy’s is about.
Copy by Amy Silvestri
Art Direction by Andreas Aristides