Media Mix Testing Generates Incremental Customer Growth​

Papa Murphy's is a pizza franchise with a unique business model, coined by the tagline: "We make it, you bake it." The company is well-established in the western half of the U.S., particularly in the Portland/SW Washington market, offering an attractive alternative to delivery using high quality ingredients at affordable prices for families..

Papa Murphy's is a pizza franchise with a unique business model, coined by the tagline: "We make it, you bake it." The company is well-established in the western half of the U.S., particularly in the Portland/SW Washington market, offering an attractive alternative to delivery using high quality ingredients at affordable prices for families..

Papa Murphy's is a pizza franchise with a unique business model, coined by the tagline: "We make it, you bake it." The company is well-established in the western half of the U.S., particularly in the Portland/SW Washington market, offering an attractive alternative to delivery using high quality ingredients at affordable prices for families..

year

2021

Client

Papa Murphy's

SERVICES

8 months

year

2021

Client

Papa Murphy's

SERVICES

8 months

year

2021

Client

Papa Murphy's

SERVICES

8 months

The Challenges

Despite its unique position in the market, Papa Murphy's is seeing increased competition and changing consumer preferences with their target audience of household food decision makers.  As the company approached its most critical fall and winter sales seasons, they set sights on driving new customers - and they needed it done fast.

Theorem took over digital and traditional media for Papa Murphy’s in 2019 with the goal of growing incremental sales in the Portland/SW Washington market.

The Challenges

Despite its unique position in the market, Papa Murphy's is seeing increased competition and changing consumer preferences with their target audience of household food decision makers.  As the company approached its most critical fall and winter sales seasons, they set sights on driving new customers - and they needed it done fast.

Theorem took over digital and traditional media for Papa Murphy’s in 2019 with the goal of growing incremental sales in the Portland/SW Washington market.

The Challenges

Despite its unique position in the market, Papa Murphy's is seeing increased competition and changing consumer preferences with their target audience of household food decision makers.  As the company approached its most critical fall and winter sales seasons, they set sights on driving new customers - and they needed it done fast.

Theorem took over digital and traditional media for Papa Murphy’s in 2019 with the goal of growing incremental sales in the Portland/SW Washington market.

The Solutions

Our strategy for increasing sales focused on shifting their media mix to prioritize audience expansion by broadening reach (over frequency) and tapping into younger demographics of potential customers. 

This involved a measured shift away from the company's heavy traditional mix, toward testing new, more efficient digital platforms. In order to accomplish this quickly, we developed a go-to-market testing plan that yielded immediate sales lift within the first 90-days, while mitigating risk during peak season for Papa Murphy's.

The Result

Prioritize Reach Over Frequency​

Expanded audience targeting through reducing overlap between programming/stations.

Target Incremental Customers​

Shifted funding to YouTube focusing on targeting fans of direct competitors.

Cater to stay-at-home environment​

Shifted spend from linear radio and commuter platforms such as Waze to high-usage streaming services. Shifted sports programming to nostalgic viewing that is more cost-effective with surging interest.

26%

YoY Comp Sales Lift

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