Stiff competition from the enormous national brands led to a shrinking customer base and multiple store closings for this once vital and beloved regional pizza favorite. A new ownership team was determined to bring the brand back to life (and sell a ton more pizza).
Based on our deep dive into their most loyal consumers, Full Contact created a dynamic, fully integrated campaign that celebrated Papa Gino’s as the official pizza of basically every pizza moment you can think of, using every consumer touchpoint there is: social, digital, email, POP, OOH, TV, radio, even packaging. The campaign resulted in a dramatic double-digit turnaround in sales and new consumer engagement, restoring Papa Gino’s back to relevance in a big, delicious way.
On social media, we gave fans daily reminders of what makes Papa Gino’s such a delicious & essential part of life in New England.
As the Official Pizza of the New England Patriots, of course we brought our A-game for the packaging.
When you already eat, breathe, and sleep Papa Gino’s, the only thing left to do is wear it. So we built an e-commerce store for fans to show off their Papa pride.