Papa Murphy’s Pizza

They make it, you bake it.
Papa Murphy’s pizzas are unique. You bake them at home in your own oven and they're made from actual, fresh ingredients. So instead of targeting frat boys with hot dog stuffed crusts, Papa Murphy’s focused on a then-overlooked pizza buying audience. Moms.

We worked with acclaimed food director David Gelb (Chef’s Table) to beautifully capture the quality of the ingredients, and wrapped it in funny, poignant and relatable stories that solved real problems for moms. Like the first spot below for the Jack O' Lantern Pizza, inspired by my daughter's real-life Halloween meltdown.

The first year the spot aired, Papa Murphy’s had their single biggest sales day in history, and the commercial got a mention in the NYT plus and a nice front-page feature in AdAge.