Papa Johns has tapped Leo as its new creative agency as the pizza giant works to strengthen its marketing and reverse a lingering sales slump.
The move follows a creative agency review launched in early October. The chain confirmed it has parted ways with The Martin Agency, which handled the business since late 2023 and is now part of Omnicom after the IPG deal. Joanne Davis Consulting oversaw the search. Carat, part of Dentsu, will continue to lead media buying.
For Leo, the win marks another major food brand on its growing roster. Leo New York picked up Subway in April and Coffee-mate in September.
The change arrives under Chief Marketing Officer Jenna Bromberg, who joined Papa Johns in November 2024 and is pushing to modernize the brand. “Papa Johns is a challenger brand founded on quality, craft and pride in our product. A brand partner who can help us channel that spirit is essential,” Bromberg said to Ad Age. “The team at Leo Chicago brings a deep understanding of what makes Papa Johns distinct. Their insights-driven creative, cultural fluency and deep QSR expertise will help us power a modern marketing engine.”
The agency shift comes at a challenging moment. Papa Johns ended 2024 as the fourth-largest pizza chain in the United States, but comparable North American sales dropped 3 percent in the third quarter. Second quarter comps were up only 1%.
Domino’s has continued to dominate the category, posting 5.2%same-store sales growth in the third quarter. Pizza Hut’s U.S. comps fell 6% over the same period, and parent company Yum Brands is exploring strategic options for the flagging brand, including a potential sale.
Ad Age was first to report this story.
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