Papa John’s, a household name in the pizza industry, has recently launched a transformative new brand platform called “Better Get You Some.” Spearheaded by Chief Marketing Officer (CMO) Mark Shambura, this innovative marketing effort marks a significant shift in the company’s approach to branding and customer engagement. In collaboration with The Martin Agency, Papa John’s is embarking on a journey to revitalize its marketing strategies and redefine its brand identity.
The “Better Get You Some” campaign is more than just a catchy slogan—it’s a bold statement that celebrates pizza devotion and emphasizes the brand’s commitment to quality ingredients and superior pizza. With a focus on sensory overload and an energetic vibe, the campaign aims to disrupt traditional marketing norms and create an unforgettable experience for consumers. Helmed by renowned director Dave Meyers and featuring a soundtrack by legendary rapper Big Boi, the hero spot is a visual feast that combines old and new-school animation, cultural references, and, of course, plenty of pizza imagery.
In a recent interview with Marketing Dive, CMO Mark Shambura provided insights into the thinking behind the new brand platform and the brief for the campaign spot. He emphasized the importance of making the marketing as entertaining and noticeable as possible while heroing the brand’s pizza superiority and creating a crave-worthy experience for consumers.
The rollout of the “Better Get You Some” platform will be full omnichannel, spanning everything from paid media to design assets and app merchandising. This holistic approach reflects Papa John’s commitment to reframing the brand’s identity and creating a consistent brand experience across all touchpoints.
The launch of this new brand platform comes at a time when the industry is seeing a shift back toward brand building after years of focus on performance marketing. Shambura stressed the importance of striking a balance between driving sales and reinforcing the brand’s points of differentiation, highlighting the need for creativity and innovation in marketing strategies.
As Papa John’s continues to evolve its marketing approach, diversity, equity, and inclusion remain core values. Shambura emphasized the importance of partnering with agencies that share these values and ensuring that diverse perspectives are reflected in the work produced.
Looking ahead, Shambura sees the role of the CMO evolving to balance the demands of digital technology and data analytics with the power of storytelling and creativity. In a world inundated with data, finding the right balance between analytics-driven decision-making and creative innovation will be key to driving success in marketing.
