Papa Murphy’s Sends $30 Million Creative Account to Mekanism

The agency's Seattle office will lead work on the account

Wongdoody formerly served as Papa Murphy’s agency of record. Papa Murphy's
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Take-and-bake pizza chain Papa Murphy’s selected San Francisco-based agency Mekanism as its agency of record, following a review.

Seattle-based agency Wongdoody formerly served as Papa Murphy’s agency of record and launched the brand’s first national campaign last year.

“We selected Mekanism because their unique creative ideas are designed to appeal to both our younger target audience and our current customers,” said Diana Douglas, Papa Murphy’s International vice president, field marketing and creative services, in a statement. “They were able to capture the soul of the Papa Murphy’s brand while modernizing our voice, showcase the importance of storytelling across today’s digital-heavy media landscape, and share data to back up their ideas.”

Mekanism will be tasked with integrated and creative across platforms including broadcast, social, radio and local activations. Managing director Lisa Zakroff and creative director Hart Rusen will lead the account out of the Seattle office the agency opened after being named creative agency of record for Alaska Airlines in 2016. Mekanism’s in-house social media agency Epic Signal and in-house production company Sister will also assist on the account.

“Papa Murphy’s offers the perfect product solution for food lovers who don’t have time to start from scratch but want to pull a fresh pizza out of their own oven,” Zakroff added. “They are changing the way people enjoy pizza night together, and the team and I are excited to take home a lot of mushroom, sausage and pepperoni-themed ‘market research’ to bake and taste regularly.”

Papa Murphy’s spent nearly $30 million on measured media in the U.S. last year, up from $28 million in 2016, according to Kantar Media.

@ErikDOster Erik Oster is an agencies reporter for Adweek.