Rerun For Much Ado Ad

Refusing to back down from its “Better ingredients, better pizza” advertising theme, Papa John’s Pizza today will resurrect a television commercial that so far has helped spur two grievances and a federal lawsuit by rival Pizza Hut.
The spot, which first launched last May as part of the chain’s first national campaign, stars Papa John’s founder John Schnatter and Pizza Hut co-founder Frank Carney, who is now a Papa John’s franchisee operating 70 stores. In the commercial, via Fricks/Firestone of Atlanta, the two entrepreneurs are shown working side by side in a Papa John’s kitchen, talking shop and touting the ingredients of their pizza.
“The ad worked very well for us,” said Syl Sosnowski, vice president of marketing for the Louisville, Ky.-based company. “It had high memorability among consumers, and when we do consumer research it comes up all the time.”
Sosnowski said new ads are in development. Based on the chain’s limited budget, which is projected at $20-30 million, he said he wanted to maintain a long shelf life for the spot in question.
There are not many companies which would dare rerun a commercial that has attracted the attention of the National Advertising Division of the Council of Better Business Bureau and the Federal District Court in Dallas, where Pizza Hut had filed its lawsuit in August. Papa John’s had modified one of its other spots as a result of NADA, but is not airing the commercial.
Since the ad first aired nationally, some franchisees have run the spot locally. Papa John’s said its next flight will run nationally via network affiliates and selected cable systems.