WONGDOODY Launches First-Ever National Campaign for Papa Murphy’s

WONGDOODY today launched the first-ever national ad campaign for Papa Murphy’s. Titled “Papa Murphy’s Law,” the campaign aims to accelerate the company’s growth as a national brand while highlighting its connection with families – using the Murphy’s Law concept to illustrate the relatable chaos of parenthood. The campaign launches today with :30 TV spot “Chaos,” and will also include radio, digital, and social media components rolling out throughout February.

The “Papa Murphy’s Law” campaign puts a humorous spin on the familiar Murphy’s Law adage: anything that can go wrong will go wrong. Appealing to busy parents, TV spot “Chaos” illustrates a frenzied household scene – including finger painting on the walls, an explosion of bean bag filling, and a cereal fight – and how Papa Murphy’s can help provide some solace. With fresh ingredients and no prep, Papa Murphy’s fresh, bake-at-home pizzas can alleviate some household mayhem – at least at dinnertime.

“Our work has always positioned Papa Murphy’s as a solution to the everyday stresses of parenthood. But to position the brand directly against the full-on chaos of Murphy’s law generates the kind of brand equity and memorability we wanted for a national launch,” said Tracy Wong, Chairman and Co-Founder of WONGDOODY. “It was a real treat to be able to create this work. The messier, the better. We believe this campaign will really resonate with families.”

“For years WONGDOODY has been a fantastic partner and once again they delivered a home run with our first national push," said Steve Garbett, Sr. Director, Creative Services of Papa Murphy’s International. “This campaign gives parents something they can both identify with and laugh about. We’re excited to highlight our unique strengths with families nationwide.”

Credits: Papa Murphy’s Law “Chaos”
Air Date: January 23, 2017

Client: Papa Murphy’s International
CMO: Brandon Solano
Senior Director Creative Services: Steve Garbett
Senior Marketing Manager: Jihae Hefeneider

AGENCY: WONGDOODY
Chairman/ECD: Tracy Wong
Creative Director: Jennie Moore
ACD: Mishy Cass
Art Director: Patrick Moore
Copywriter: Mike Houston
Executive Producer: Steph Huske
Broadcast Producer: Leigh Eckert
Managing Director: Knox Duncan
Associate Director Strategy: Lori Hicks
Senior Account Manager: Paula Branvold
Senior Account Executive: Samantha Sidwell
Senior Editor: James Whittington
Editor: Bret Weeks
Editor: Chris Ophoven

PRODUCTION PARTNERS:
Iconoclast (Culver City, CA)
Director: Matthew Frost
Director of Photography: Glynn Speeckaert
Managing Director/EP: Charles-Marie Anthonioz
Executive Producer: Valerie Romer
Producer: Laurie Boccaccio

HEARby Sound (Seattle, WA)
John Buroker

Pinata Post (Portland, OR)
George Costakis

SOUTH (Santa Monica, CA)
Music: Bach's Cello Suite No. 1