MAM Food Co has appointed CHEIL MENA as its lead creative advertising agency for its pizza brand, Papa Murphy’s, in the UAE.
Effective immediately, CHEIL will provide a full suite of strategic and creative services for Papa Murphy’s including brand strategy, design and advertising activities aimed at building brand awareness and growing its customer base in the highly competitive UAE pizza market, as well as strengthening Papa Murphy’s position as a brand that redefines consumers’ expectations towards QSR (Quick Service Restaurants) sector.
MAM Food Co, master franchisee of Papa Murphy’s in the region, opened the 1st UAE store in Q4 2013. MAM Food Co owns & operates 20 Papa Murphy’s restaurants in Dubai and Abu Dhabi and plans to add another 7 by end of 2016.
“Cheil came to the table with big ideas that will underpin Papa Murphy’s future growth in the country and soon in the region. We were looking for an agency that has the ability to combine high-level strategic thinking with a very practical, effectiveness-focused approach. “ He went on to add, “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”, said Yasser Abdel Azim, VP, MAM Food Co.
“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,” commented Wassim Daniel, Chief Growth Officer, CHEIL MENA.
