MAM Food Co, the master franchisee of Papa Murphy’s in the region, has appointed Cheil MENA as its lead creative advertising agency for the pizza brand in the UAE Effective immediately, Cheil will now provide a full suite of strategic and creative services for Papa Murphy’s including; brand strategy, design and advertising activities.
“Cheil came to the table with big ideas that will underpin Papa Murphy’s future growth in the country and soon in the region,” says Yasser Abdel Azim, Vice President, MAM Food Co. “We were looking for an agency that has the ability to combine high-level strategic thinking with a very practical, effectiveness-focused approach. 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, adds “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.”