Wongdoody Tackles ‘Chaos’ in First National Campaign for Papa Murphy’s

By Erik Oster Comment

Wongdoody launched the first-ever national campaign for take and bake pizza brand Papa Murphy’s with the 30-second spot “Chaos.”

The ad contrasts Murphy’s law of chaos with “Papa Muphy’s law of delicious,” a line dripping with extra cheese. Shots of rowdy children wreaking all kinds of havoc give way to suddenly well-behaved kids eagerly awaiting a pie fresh out of the oven.

It underscores the brand’s selling point as an affordable and easy way for busy parents to satisfy hungry children, something we’ve seen from the agency’s previous work for the brand.

The national broadcast campaign, which launched yesterday, follows creative director Jennie Moore‘s return to the agency last August.

“Our work has always positioned Papa Murphy’s as a solution to the everyday stresses of parenthood. But to position the brand directly against the full-on chaos of Murphy’s law generates the kind of brand equity and memorability we wanted for a national launch,” said Wongdoody c0-founder and chairman Tracy Wong. “It was a real treat to be able to create this work. The messier, the better. We believe this campaign will really resonate with families.”

“For years Wongdoody has been a fantastic partner and once again they delivered a home run with our first national push,”added Papa Murphy’s International director, creative services Steve Garbett, Sr. “This campaign gives parents something they can both identify with and laugh about. We’re excited to highlight our unique strengths with families nationwide.”

Credits:

Client: Papa Murphy’s International
CMO: Brandon Solano
Senior Director Creative Services: Steve Garbett
Senior Marketing Manager: Jihae Hefeneider

AGENCY: WONGDOODY
Chairman/ECD: Tracy Wong
Creative Director: Jennie Moore
ACD: Mishy Cass
Art Director: Patrick Moore
Copywriter: Mike Houston
Executive Producer: Steph Huske
Broadcast Producer: Leigh Eckert
Managing Director: Knox Duncan
Associate Director Strategy: Lori Hicks
Senior Account Manager: Paula Branvold
Senior Account Executive: Samantha Sidwell
Senior Editor: James Whittington
Editor: Bret Weeks
Editor: Chris Ophoven

PRODUCTION PARTNERS:
Iconoclast (Culver City, CA)
Director: Matthew Frost
Director of Photography: Glynn Speeckaert
Managing Director/EP: Charles-Marie Anthonioz
Executive Producer: Valerie Romer
Producer: Laurie Boccaccio

HEARby Sound (Seattle, WA)
John Buroker

Pinata Post (Portland, OR)
George Costakis

SOUTH (Santa Monica, CA)

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