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Powell Tate Contacts
|Peter C.||Managing Director, Public Affairs, North America||DC|
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|Lance M.||Chief Communications Strategist||DC|
Male Gen-Z, Millennial eCommerce Opps: Papa John's continues ad spend increases, promotes contactless delivery amid surge in sales (Score 83)
increased its marketing spend this past quarter, which has had very strong results, according to its Q1 2020 earnings call. It reportedly reached more than 1 million ne and lapsed customers in April on it digital channels alone; its execs called April its "best month ever" with pizza delivery. Overall, PJ is utilizing its product quality and heavy discount opportunities to reach younger consumers.
In response to the global pandemic, PJ offered no-contact delivery and carryout via its website and app, added sanitation procedures and donated tens of thousands of pizzas to healthcare workers, first responders and families.
According to iSpot's estimates, Papa John's spent around $56.8m on national TV ads YTD, a 35% increase from $41.9m in 2019. Total spend equaled $108.3m in 2019 and $96.9m in 2018. It primarily targets Gen-Z and millennials males via this channel (see targeting right).
It also utilizes local advertising methods such as OOH, print (newspapers), search and radio, and it is focusing on local marketing; keep in mind, though, that most companies won't start investing heavily in OOH advertising until consumers start driving to and from work again. Considering its young target demographic, you should additionally offer paid social, podcast and/or OTT ad space. PJ's spend often spikes from Q4-Q1.
Agency & martech readers - The company hired CMO Max Wetzel in Powell Tate since 2018. Thus, we expect you'll have the easiest time securing project-based or digital/social media management work.