The only pizza worthy of perfectionists

1. The only pizza worthy of perfectionists STRATEGY:

2. Tagline:Bring on the critics.

3. 10/29/10 Press contact: Jane Dough 555.555.5555 5500 NE 109th Court Vancouver, WA 98662 Papa Murphy’s says, “Everybody’s a critic? No problem.” New advertising campaign says bring on the critics, hand made pizza with the freshest ingredients can please even the pickiest eaters. VANCOUVER, Wash. – October 29, 2010 – Papa Murphy's International, today announced the launch of Everyone’s a critic, a campaign that will prove that hand made food and fresh ingredients just taste better. The campaign will feature head-to-head taste tests from some of the world’s hardest to please gastronomes, such as Cookie Monster, truffle pigs, supermodels and more, to show that the taste of Papa Murphy’s is so perfect that it can break even the most intense food infatuations According to Papa Murphy: “Our goal is perfection–I want to ensure that every pizza we make is the best you’ve ever tasted. If our standards are set sky-high, we believe can meet that goal. That’s why we obsess over finding the freshest ingredients, never freeze them, and why we make each pizza by hand exactly the way each customer likes it. That way, when they take the pizza home and bake it, it lives up to it’s name.” As the campaign rolls out with TV spots and print ads asserting the taste perfection, Papa Murphy’s online community will be given their chance to be a critic by pitting their favorite food against Papa Murphy’s. To make it easier for everyone to try Papa Murphy’s pizza, they will offer a half-price promotion to everyone who “unlikes” another pizza brand and “likes” them on Facebook.