MAM Food Co today announced the selection of CHEIL MENA as its lead creative advertising agency for, America’s fifth-largest pizza brand, Papa Murphy’s in the UAE.
Effective immediately, CHEIL will provide a full suite of strategic and creative services for Papa Murphy’s including brand strategy, design and advertising activities aimed at building brand awareness and growing its customer base in the highly competitive UAE pizza market, as well as strengthening Papa Murphy’s position as a brand that redefines consumers’ expectations towards QSR (Quick Service Restaurants) sector.
Founded in the USA and recognized as the most crave able pizza, Papa Murphy’s is the world’s largest Take ‘N’ Bake pizza company, aiming at bringing families together around the table in the busy and device-dominated world. However, the brand’s purpose and strategy have taken a different approach as they entered the GCC. Here in the Emirates, in addition to Take ‘N’ Bake they offer dine-in and home delivery services for piping hot freshly-baked pizzas with the USPs of daily-made fresh dough, freshest ingredients, 100% whole-milk Mozzarella Cheese, create-your-own pizzas, generous toppings and unparalleled taste.
MAM Food Co, master franchisee of Papa Murphy’s in the region, opened the 1st UAE store in Q4 2013. MAM Food Co owns & operates 20 Papa Murphy’s restaurants in Dubai and Abu Dhabi and plans to add another 7 by end of 2016.
VP of MAM Food Co, Mr. Yasser Abdel Azim, said “Cheil came to the table with big ideas that will underpin Papa Murphy’s future growth in the country and soon in the region. We were looking for an agency that has the ability to combine high-level strategic thinking with a very practical, effectiveness-focused approach. “ He went on to add, “Cheil’s energy and fresh perspective on the brand hit right at the heart of who and what we are. Their deep understanding of the Papa Murphy’s brand, our ambitions for the UAE and the Middle East and a demonstration of a powerful brand message that can be extended across a wide range of channels made them stand-out”.
Wassim Daniel, Chief Growth Officer at CHEIL MENA, said, “Papa Murphy’s is all about being a first-mover in the market and challenging people’s perceptions of pizza. The way we were able to identify a territory that presents a lucrative market opportunity for Papa Murphy’s whilst heavily relying on their brand’s strengths and USPs clearly struck a chord in the pitch.”
