The Challenge
Papa Murphy’s had plenty of competitors in the hot-and-ready market: pizzas you could pick up for a bargain and eat absent-mindedly on the drive home. How to convince customers it was still worth buying a fresh-made, refrigerated pizza they’d have to put in the oven and wait several minutes to consume?
The Solution
Show them the two pizzas side-by-side–but make it interesting by showing it from the perspective of the hot-and-ready pizza. Imagine it all dried-out and shriveled-up in bed, dreaming of the mouthwatering ingredients and glistening cheeses of its take-and-bake superiors. It would put a smile on their faces while reminding them that some things really are worth waiting for.
