Peter Piper Picks a Partner

Colby & Partners has won the creative portion of Peter Piper Pizza’s estimated $3 million account following a review, confirmed Mark Seifert, client vp of marketing.

Seifert declined to name the other finalists vying for the Scottsdale, Ariz.-based pizza and entertainment chain’s account. According to sources, they included Matthews/Mark in San Diego, Cramer-Krasselt in Phoenix and The Richards Group in Dallas.

Media was awarded to Initiative Media in Los Angeles and Phoenix several weeks ago, Seifert said.

The 12-year creative and media incumbent, Phoenix-based Moses An shell, participated in the review but did not make the finals, sources said.

“We’ve got an interesting concept for today’s environment and today’s economy: great pizza, family fun and great games for people of all ages,” Seifert said. “It’s the perfect time to get together with a new agency, do great creative and build awareness and an image in the market.”

Seifert cited “great chemistry and creative work” as factors in Colby & Partners’ selection.

For its part, the Santa Monica, Calif., agency was eager to work on what it considers to be a fun category, said agency president Rick Colby. “These guys are growing, and there’s potential to not just be what it is now but to grow,” as Peter Piper opens additional stores, he said.

Work will likely include TV, print and radio ads, Seifert said. Advertising is expected to break in the first quarter.

In winning the account, Colby & Partners returns to the restaurant category. Colby said the agency formerly worked with Koo Koo Roo and California Pizza Kitchen. It recently participated in the review for Shakey’s $2 million account, but withdrew from the finals (won by Big Imagination Group, Culver City, Calif.).

Peter Piper has 150 restaurants, primarily in the Southwest.