Cramer-Krasselt has been named agency for Papa John's Central Florida co-op.
"C-K impressed us with its strategic approach to building our business," said Ellen Hamilton, director of media services at the pizza franchiser in Louisville, Ky.
The Orlando, Fla., agency's proximity to the market contributed, but its "strong ties to the community, including experience promoting school lunch programs," secured the win, according to the client.
The shop defeated incumbent Fricks/Firestone in Atlanta and The Smith Agency of Fort Lauderdale, Fla., in a review.
The estimated budget for the campaign, due to launch in first-quarter 2001, tops $1 million.
C-K will be responsible for media planning and buying, local promotions as well as some print, collateral and broadcast work.
The co-op advertising will be folded into Papa John's national creative campaign, which remainsat Fricks/Firestone. Billings for that account exceed $30 million.
"A very aggressive, integrated marketing ap-proach will build the brand in Central Florida and help the company's market share," said Francesca Mathews, general manager of the Milwaukee-based agency's Orlando unit.
The co-op's 46 pizza stores encompass the Orlando, Melbourne, Daytona, Palm Coast and Lake County, Fla., areas.
The pizza maker's involvement with school lunches began in 1995 when educational facilities were given the option to outsource their meal programs.