Clarke Delivers for Papa Gino’s

Clarke Goward sends up sweepstakes advertising in a new campaign for Papa Gino’s, part of an effort to promote the chain’s delivery service.

A 30-second spot that runs through May shows a Publishers Clearinghouse-style camera crew arriving at a man’s house. It turns out he’s won $3 million, but he shows more interest in the Papa Gino’s delivery that’s just arrived.

The effort from Boston’s Clarke Goward is designed to help Papa Gino’s compete more effectively against larger competitors such as Domino’s and Pizza Hut. Those chains have higher profiles in terms of pizza delivery than Papa Gino’s, which is viewed mainly as an eat-in or take-out restaurant. The new work, which also includes radio executions, continues the tagline, “Pizza at its best.”

The Dedham, Mass.-based chain spends about $5 million annually on ads through Clarke Goward and operates nearly 200 restaurants along the Eastern sea board. The client chose Clarke Go w ard in a 1997 review and has been one of its most visible accounts.

Agency creative director Jim Amadeo handled art direction, with Tom Kelly and Lawson Clarke writing and Ellen Stafford producing.