05/11/20 – Restaurant / HORECA / Creative / Papa Johns / UAE / Isobar / MENA / PJPIG
Isobar MENA awarded creative brief for Papa John’s Pizza UAE
Papa Johns Pizza (PJP) has selected Isobar – a global experience design agency and part of dentsu Aegis Network – as its creative agency of record.
To support Papa John’s, dentsu said it has leveraged best-in-class talent from across its top agency brands – including Isobar, Merkle and Carat. The pitch consolidates all of Papa John’s media – including digital, social, programmatic, search, offline media, and analytics – within one network.
100 outlets within 5 years
Today, PJP Investments Group (PJPIG) owns and operates 54 Papa John’s Pizza restaurants throughout the UAE, powered by a workforce of over 500 employees stationed across the emirates. However, the firm has an ambitious expansion plan in place to exceed 100 restaurants over the next five years, putting PJP on course to be one of the largest pizza chains in the UAE.
As PJPIG looks to activate its ambitious expansion strategy, dentsu will support in bringing the company’s brand message to life with a targeted mix of media to reach consumers looking for ‘better ingredients, better pizza’.
“Not the time to pull back on brand investments”
“The secret to success is much like the secret to making a better pizza – the more you put into it, the more you get out of it,” remarked Tapan Vaidya, CEO of PJP Investments Group. “Our pizza family is as hungry for perfection today as we were when we first opened our doors more than 30 years ago, and we are excited to partner with dentsu to combine data, technology and creativity to drive business results.
“Now is not the time to pull back on brand investments,” he continued. “People are consuming more digital media than ever before and spending more time at home, and we want Papa John’s to be their choice for every occasion – be that a family gathering, memorable birthday, work celebration or simply a great meal. Dentsu will support us in better understanding our customers and ensuring that their satisfaction is consistent, quantifiable and demonstrable across the customer journey.”
Building a new agency model
Ziad Ghorayeb, Managing Director of Isobar MENA said that his firm was extremely proud and excited to have been chosen as Papa John’s creative partner. “We look forward to leveraging the rich heritage of the PJP brand and combining it with creativity and technology to tell stories and create experiences that drive sales in today’s omnichannel world,” he enthused.
Ramzy Abouchacra, CEO, Carat MENA added, “Together with brands like PJP, we are building a new type of agency model. We have the best of Carat’s media experts and the creativity of Isobar supported by Merkle’s data expertise – all integrated and aligned to deliver against Papa John’s marketing needs.”