Papa John’s Shifts to Zimmerman

ATLANTA Papa John’s has handed its $45 million national broadcast account to Zimmerman Partners Advertising, the client confirmed.

The move follows a break with six-month incumbent Austin Kelley Advertising in Atlanta, a unit of the Interpublic Group of Cos. [Adweek, March 10].

In the last month, Zimmerman, an Omnicom shop in Fort Lauderdale, Fla., produced two TV promotions for the Louisville, Ky., pizza chain that client senior vice president and chief resource officer Mary Ann Palmer said were in synch with the creative the company was seeking.

One spot touting the company’s chicken alfredo pizza, directed by Vittorio Sacci, alternates between extreme close-ups of fresh ingredients and shots of company founder John Schnatter.

“It’s a new look for us,” said client representative Karen Sherman. “You’ll see more focusing on both John and the ingredients.”

According to agency chief executive officer Jordan Zimmerman, the client “understood that we’re passionate about the next day category.” Zimmerman’s agency has been handling regional work for Papa John’s since 1997. But, he said, his pitch to “activate a network of 2,700-plus franchise and corporate stores” was key to winning the account.

“We build a brand with a next day mechanism,” said Zimmerman. “[Schnatter] saw that in us.”

As lead agency, Zimmerman will create promotional ads to be incorporated into the chain’s existing inventory of commercials.