Papa Murphy's Film Bake It Up A Notch - Onesie by Mekanism

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Bake It Up A Notch - Onesie

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Industry Fast food
Media Film
Market United States
Agency Mekanism
Chief Creative Officer Tommy Means
Associate Creative Director Dan Peterson
Creative Director Hart Rusen
Art Director Alex Brubacher, Andreas Aristides
Senior Art Director Shiva Majidi
Copywriter Caroline Johnson
Senior Copywriter Sarah Anderson
Production Tool Of North America
Director Sean Ehringer
Released August 2018

Credits & Description

Alternative title: Pizza Onesie
Client: Papa Murphy's Pizza
Papa Murphy’s Brand Team
CEO: Weldon Spangler
CMO: Laura Szeliga
VP of Marketing and Creative Services: Diana Douglas
Marketing Director: Jihae Hefeneider
Associate Marketing Manager: JR Foster
Creative Agency: Mekanism
Founder/Chief Creative Officer: Tommy Means
Creative Director: Hart Rusen
Associate Creative Director: Dan Peterson
Senior. Copywriter: Sarah Anderson
Senior Art Director: Shiva Majidi
Copywriter: Caroline Johnson
Art Director: Alex Brubacher
President/CEO: Jason Harris
COO: Michael Zlatoper
Managing Director, Seattle: Lisa Zakroff
Senior Brand Manager: Myco Nguyen
Brand Coordinator: Ana Sabarots
Project Manager: Maggie Boler
Head of Planning, West: Jeremy Daly
Communications Strategy Director: John-James Richardson
Senior Brand Strategist: Anna Rainwater
Head of Production: Kati Haberstock
TV Producer: Kat O’Meara
Radio Producer: Kara Bello
Sr. Talent Manager: Kourtney Luster
Social Media Agency: Epic Signal
Founder/EVP: Brendan Gahan
Managing Director: Hallie Harris
Director of Social Strategy: Josh Druding
Copywriter: Amy Silvestri
Art Director: Andreas Aristides
Sr. Social Content Producer: Joey Segrove
Social Strategist: Christopher Metoyer
Social Strategist: Charles Weichselbaum
Community Manager: Ruben Ruiz
Production Company: Tool Of North America
Director: Sean Ehringer
Managing Director: Nancy Hacohen
EP: Preston Garrett
Line Producer: Gabe Reiter
Editorial: Nomad
Editor: Jared Coller
VFX/Finishing: Nomad
Color: Apache
Mix/Record: Lime Studios
Music: Mophonics
Synopsis:
In the throes of adulting, Matt & Molly discuss the finer nuances of elevating their pizza game while eagerly awaiting their Papa Murphy’s to bake in the oven.
Inspired by a quote from David Chang, “Millennials know how to make money...but they don’t know how to grow spinach,” Mekanism found that millennials spend 62% less time preparing food than their Gen-X counterparts. Yet according to a Papa Murphy’s audience study, 63% also say they really enjoy the idea of cooking.
At this stage in their lives, the Papa Murphy’s consumers’ who are often times too busy to prepare a full meal from scratch, want to feel the satisfaction of cooking a fresh, home-cooked meal while removing prep time from the equation.
“Papa Murphy’s is the perfect solution for the busy young consumer, who seeks an elevated pizza experience they just can’t get with delivery pizza,” said Laura Szeliga, Chief Marketing Officer of Papa Murphy’s. “We want everyone to know they can order the exact pizza they want, trust it was made from scratch that day, and take credit for making something fresh when they pull it out of their own oven. These new spots share these benefits in a fun, relatable way.”
“The idea was sparked by the simple truth that folks love to gather around a warm oven and discuss pizza gastronomy, much like a campfire. Matt & Molly are two characters who love pizza almost as much as they love each other. They’re in their transitional period, just bought their own home, love being in their kitchen and making food,” said Chief Creative Officer, Tommy Means of Mekanism. “We specifically chose improv actors and a director with experience directing improv actors to capture their conversations, as their beloved pizza heats up in the oven.”
In total, there will be 6 new main TV commercials, 10 radio spots and nearly 100 pieces of unique social content.