How Papa Murphy’s Made Take ‘N’ Bake the Hottest Ticket in Town with Relish

Introduction

When Papa Murphy’s set out to energize its Take ‘N’ Bake pizza experience in Atlanta, Savannah, Grand Rapids, and Nashville, they aimed to do more than remind people they could bake at home—they wanted to create a fresh buzz around pizza night that would drive immediate visits and social sharing across key markets.

They needed a campaign that captured the fun, freshness, and convenience that make Papa Murphy’s a standout choice for families and pizza lovers.

The Opportunity

Papa Murphy’s Take ‘N’ Bake concept offers handcrafted pizzas with high-quality ingredients that customers bake at home for the ultimate hot, fresh pizza experience. The challenge was ensuring local audiences understood just how easy, fun, and delicious this option could be while building momentum across multiple markets.

Papa Murphy’s partnered with Relish to create a campaign that would showcase the product, drive immediate store visits, and make pizza night exciting again in Atlanta, Savannah, Grand Rapids, and Nashville.

The Strategy

Relish developed a creator-led strategy designed to turn Papa Murphy’s Take ‘N’ Bake into a craveable, shareable moment that followers would want to recreate.

Key campaign moves included:

• Activate local creators: Relish partnered with creators in Atlanta, Savannah, Grand Rapids, and Nashville to ensure authentic, local voices shared the ease and fun of Papa Murphy’s pizza nights.
• Capture the experience: Content highlighted the entire journey—from unboxing to the satisfying cheese pull fresh out of the oven.
• Showcase product quality: Creators emphasized Papa Murphy’s fresh ingredients, customizable options, and the joy of hot, oven-baked pizza at home.
• Drive immediate action: Posts encouraged followers to grab their own Take ‘N’ Bake pizza, creating direct foot traffic to local stores.
• Streamlined execution: Relish managed creator approvals, scheduling, and compliance, ensuring content was posted within the campaign’s 7–9 day window for maximum impact.

The Results

The campaign delivered outstanding results across all markets:

• 26 creator posts across Instagram and TikTok during the activation window
• 82,576 total views highlighting Papa Murphy’s freshness and convenience
• 5,368 engagements, including likes, comments, shares, and saves
• 6.50% engagement rate, outperforming food campaign benchmarks

The campaign sparked local conversations, with creators reporting questions about store locations, tagged friends making pizza plans, and strong positive sentiment around the Papa Murphy’s Take ‘N’ Bake experience.

Why It Matters

In a competitive landscape where convenience often means sacrificing quality, Papa Murphy’s showed that at-home dining can be both easy and exceptional. Relish turned this campaign into a fun, family-friendly activation that drove real visits and social proof for Papa Murphy’s across Atlanta, Savannah, Grand Rapids, and Nashville.

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