WDCW Presents Pizza in a New Light in Latest Papa Murphy's TV Campaign
"Jiro Dreams of Sushi" Documentary Filmmaker David Gelb Tapped to Direct
(September 30, 2013)
Wong, Doody, Crandall, Wiener (WDCW) debuts a new broadcast campaign for Papa Murphy's International, showcasing pizza in the eyes of award-winning documentary film director David Gelb (Jiro Dreams of Sushi) of production company Nonfiction Unlimited. Papa Murphy's is the nation's largest take 'n' bake pizza chain with 1380 locations and has been voted top national pizza chain by Zagat for the last three years. WDCW has served as the Papa Murphy's agency of record since October of 2012.
"What we love most about these new commercials is that they reflect a genuine look into the way we make our pizzas," provided Diana McAllister, Director of Brand & Communications at Papa Murphy's. "Our core target is busy moms who don't want to feed their families fast food and need help serving a scratch-made, home-baked meal everyone will love. WDCW and David did an amazing job showcasing the difference of Papa Murphy's pizza: Freshness and quality."
"To demonstrate how different Papa Murphy's is, our vision was to shoot the pizza making process in a way that's never been done before, which meant not hiring a 'commercial food director,'" explained Tracy Wong, Co-Founder and Executive Creative Director. "WDCW art director Adam Deer got in touch with David on a lark because of the way he shot the process of sushi-making in Jiro. David was all in. He approached Papa Murphy's handmade process with food cinematography that is more art than advertising."
The first in a four-spot campaign starts airing today in 18 markets across the country showcasing the handmade process, and fresh ingredients that make Papa Murphy's stand out from other pizza chains.
About Wong, Doody, Crandall, Wiener
WDCW is an independently owned full-service advertising agency with offices in Seattle and Los Angeles. Clients include Alaska Airlines, T-Mobile, Scion, and Amazon. WDCW has 150 employees and $142 million in billings. www.wdcw.com
About Papa Murphy's
Papa Murphy's Pizza has been named Zagat's "#1 Rated Pizza Chain" for the past three consecutive years. The company currently operates more than 1,380 franchised and corporate-owned fresh pizza stores in 37 States, Canada and United Arab Emirates. Papa Murphy's core purpose is to bring all families together through food people love with a goal to create fun, convenient and fulfilling family dinners. In addition to scratch-made pizzas, the company offers a growing menu of grab 'n' go items, including salads, sides and desserts. For more information, visit www.papamurphys.com. Find Papa Murphy's on Facebook at www.facebook.com/papamurphyspizza.