Papa John’s is shifting its ad strategyto differentiate itself from Pizza Hut and Domino’s, bringing focus to its “better ingredients” rather than trying to match the discounts its competitors offer, USA Today reports.
The chain’s upcoming campaign will convey that spending a little extra on a better pizza is worth the cost, USA Today says, and ads will center around Papa John’s new promise to give customers who are dissatisfied with their pizza another pizza free of charge.
“You can’t make a silk purse with a sow’s ear,” Papa John's CEO John Schnatter told the news outlet. "You can’t make good wine from bad grapes. If you’re serving a $5 pizza, you are either serving ingredients that are not high quality, or you’re putting less on.”
Schnatter’s words deliver a punch to chains like Pizza Hut, which recently announced a $5 medium pizza promotion.
Little Caesars, which has long offered a $5 “hot-n-ready” pizza deal in some areas, recently debuted its own ad spots touting the quality of its ingredients, employing the tagline, "Nobody uses better ingredients than Little Caesars."
Papa John’s new campaign comes shortly after the chain announced that it removed all artificial flavors and colors from its menu, and is in the process of ridding chicken raised with antibiotics from its supply chain.
Read the full story via USA Today.