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An Entirely New Target for Pizza

An Entirely New Target for Pizza

Papa Murphy's Case Study

Our mission was to break the formulaic pizza model of targeting twenty-something frat boys with mega-deals and fake cheese pulls. Instead, we pursued moms, who crave Papa Murphy’s fresh ingredients, dough made daily in-store, and a home-baked experience. Real-life stories generated meaningful insights and stronger messaging, which in turn drove sales to historic highs.