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Gen-Z, Millennial Dadvertising Opps: Papa John's taps marketing VP amid significant ad spend increases (Score 19)
(PJ) hired media and field activation VP Jeff Hagen in January 2021. In his most recent position as Coca-Cola's group connections planning and investment director, Hagen constructed strategies led to a 200% increase in media-driven ROI from 2015 across national and/or local media channels such as video, audio, social, digital partnership, programmatic and OOH, along with sports and entertainment assets, customer media and search efforts. We will likely see PJ invest more in these channels as a result of this hire.
In 2020, PJ implemented new product marketing, customer experience and innovation, according to execs in its most recent earnings call. The company earned 10m new and lapsed digital channel customers last year, helping its loyalty platform gain over 5m new members. This year, PJ will continue to roll out targeted, unique experiences via these digital channels. Its leaders expect the company's marketing spend to rise YOY in 2021 from 2020.
So far this year, iSpot reports PJ has allocated roughly $45.1m toward national TV commercials, up 45% from the roughly $31.2m it allocated within the same 2020 timeframe. Its estimated full-year 2020 spend grew by 25% to $134.9m from that of $107.5m in 2019. PJ's commercials target male sports enthusiasts (and kids) viewing programs such as NFL Football, College Basketball, NBA Basketball, College Football and The Amazing World of Gumball.
According to Magellan, PJ has also aired 16 podcast ads within the past 12 months.
The company is still targeting male Gen-Z and millennials, especially parents; I've also noticed Hulu ads for it. Per Kantar data, PJ also invests in OOH, print, radio and local broadcast. Reach out soon to see what its leaders are planning for 2021 since, as I briefly mentioned, the upward momentum of its ad spend will continue this year.
Agency & martech readers - Its recent DM hire could result in agency reviews; get in touch soon to remain top-of-mind. You'll probably have the best luck securing digital analytics and/or social media management work since everything else is accounted for. Powell Tate has handled PR since 2018.